Comments on: Removing 3 form fields increases customer registrations by 11%

By: Roy Andre

Roy Andre — Thu, 29 Nov 2012 08:35:47 +0000

Forgot to mention that it is really important to not let the ecommerce system being used set limitations to the checkout process in terms of what fields shall be active etc.

The checkout process is one of the most vital part of the store and so letting the system set limitations here is really not good – although we see it too often that this is indeed the case (we only deliver Magento solutions though, where this is not an issue).

By: Roy Andre

Roy Andre — Thu, 29 Nov 2012 08:33:32 +0000

Siddharth,

Sure. See below:

* STEP 1 *

Navn (eng: Name)
Change to:
Fornavn (First Name)

Etternavn
Keep as is (Sur Name).

Mobil (eng: Mobile)
Change to:
Mobil (8 siffer) til å varsle når pakken kan hentesHentemelding (eng: Mobile (8 digits) to send notification when package is ready to be picked up).

Telefon (eng: Phone)
Remove. (“nobody” has a secondary phone in 2012).

Nyhetsbrev (eng: Newsletter)
Move to bottom. (Nyhetsbrev is not part of “Who are you”).

Fødselsdato (eng: Birthdate)
NOT set as Required field

Kjønn (eng: Sex)
NOT set as Required field (remove? Is this really that useful in the checkout on this site)

* Step 2 *
Remove, and just have a checkbox (Do you want to create a customer account? (learn why here[link]))

* Step 3 *

Ship items to:
Street Address (field)
Postal Code (field)
Postal Name (automatically lookup in Bring’s Postal code db)

By: Siddharth Deswal @ Wingify

Siddharth Deswal @ Wingify — Wed, 28 Nov 2012 22:11:13 +0000

Roy,

Can you please provide English translations for your changes? Most of our readers won’t be able to get the full gist of your suggestions.

Thanks

By: Roy Andre

Roy Andre — Wed, 28 Nov 2012 22:07:09 +0000

I would certainly add another A/B test segment called “Optimized fields” (i.e not removing/adding fields, but optimizing the existing ones).

Lets take each field one by one:

* STEP 1 *
Navn
Change to:
Fornavn

Etternavn
Keep as is.

Mobil
Change to:
Mobil (8 siffer) til å varsle når pakken kan hentes

Hentemelding
Remove.

Telefon
Remove.

Nyhetsbrev
Move to bottom.

Fødselsdato
NOT set as Required field

Kjønn
NOT set as Required field (remove? Is this really that useful in the checkout on this site)

* Step 2 *
Remove, and just have a checkbox (Do you want to create a customer account? (learn why))

* Step 3 *
Ship items to:
Street Address (field)
Postal Code (field)
Postal Name (automatically lookup in Bring’s Postal code db)

By: Markus

Markus — Sun, 11 Nov 2012 17:57:52 +0000

Thanks for sharing your test results.
But it looks like this test is far from being finished.
I suggest that you run follow-up tests to get much more than the initial 11.
For example, I would split that very long signup page to three different pages (“Hei, hvem er du?”, “Kontoinformasjon”, “Hvor bor du?”).

And the “security information” from the sidebar calls for a multivariate test which you can easily run in VWO. Because you mixed 2 changes into one single variant, it is very difficult to draw conclusions whether a even shorter signup form would increase the conversion rate or not.

By: KP

KP — Thu, 08 Nov 2012 13:54:56 +0000

Very good question.

I think the uberlight version performed worse because we removed “safety info” such as:

- You will guaranteed save money
- Fast shipping
- 100% Norwegian

By: Shaun Church

Shaun Church — Thu, 08 Nov 2012 13:23:46 +0000

Any thoughts on why it’s not optimal to remove more fields, as in the uberlight version? Is it more related to the type of the field than the quantity of the field? Do people not take the form seriously if it doesn’t request a certain amount of data?

Difficult questions, I know, but it would be very interesting to know more about the uberlight version.