How Many Fields Should Your Opt-In Form Have? This A/B Test Could Help You Decide

Just because you can add half a dozen form fields to your LeadBoxes® doesn’t mean you should. Most marketers find that a more minimalistic approach to collecting leads’ data gets better results, but how low should you go?

That’s likely to depend on the type of business you run and your visitors’ motivations. To find out what would work for his agency, Matt Thomson from Connect Social Media ran an A/B test on one of his key LeadBoxes®.

Would using a single form field reduce friction and give Matt more opt-ins? Or would a two-field strategy increase the perceived credibility of the video series, as well as the opt-in rate?

Which version do you think increased this LeadBox™’s opt-ins by 12.44%?

Vote below to reveal the winning LeadBox and our analysis.

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2 And the Winner Is...
2 Form Fields
1 Form Field
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2 And the Winner Is...
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 12.44%
33% 67%

How People Voted

Click here to see our take on these results

If you chose Version B you are correct!
Version B, with a 100% probability of outperforming Version A, increased opt-ins by 12.44%.
Although we can’t say with 100% certainty why this change caused the increase, here are a few of my speculations:

  1. Removing the “first name” form field from Version B reduces the visual clutter within the LeadBox™.
  2. It’s simply easier for visitors to opt in when less information is required.

While fewer form fields are better for conversion in many cases, keep in mind that your own audience may vary. (For instance, offering a custom lead magnet may require you to collect more info—more on that in this guest post.)

Not all visitors are the same, but A/B testing your form fields may be something to consider for your own LeadBoxes®.

Click here to get the free split-test guide

If you have LeadPages™, you don’t need to download this template – it’s already available to you inside your LeadPages account. Just log in and you’ll see how super easy it is to customize this page in seconds with no technical knowledge or skills, make it mobile responsive, integrate it with your email service provider or CRM, run A/B split tests, and publish it to Facebook, WordPress, or your own server.

What Do You Think?

Did this test’s results surprise you? Why do you think Version B increased conversions so dramatically? Leave a comment below and let us know your thoughts.

If you’re new to LeadPages™, you should know that all Pro and Advanced users can run any split test inside LeadPages™ in just five clicks.

Do you have a LeadBox like this one that you would like to test? If so, you can set up the exact same type of test in under a minute. You can also use A/B testing to optimize your headlines, text colors, imagery, calls-to-action, and just about any other change you can think of.

Watch the quick video below for an introduction to enabling A/B testing on your LeadPages™ account.