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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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.

  • Eric Bobrow

    I’ve always preferred to get full name and email address on opt-ins, since I like using people’s first name in follow-up emails. I know that one will likely get more opt-ins with email only forms, however I provide technology and marketing training for architects, and feel that the quality of leads is higher with full contact info requested. If architects are reluctant to fill in their name, then I’m guessing that they are less likely to be interested in purchasing my training products.

    • John Nye

      Great point Eric, I’m very glad you brought this up! In your case, this is an excellent example of when the quality of the lead may be more important than the quantity. Typically, when you’re aiming to catch leads with a higher motivation, or your product/service is a little more of a complex sale, it certainly makes sense to ask for more information. This is why the number of form fields is not a perfect science and varies by business. A/B testing can help anyone find their LeadBox’s happy medium. 🙂

  • i agree with Eric and also prefer asking for the first name so I can add some personalization to my emails.

    • John Nye

      Hey Daniel! I agree, it is certainly useful to have the lead’s first name for those purposes and sometimes, it’s even necessary for sales. With that in mind, this is a great test that anyone can run to determine which strategy works best for their business. In your case, as well as Eric’s, having 2 form fields may be the best strategy for your businesses. However, it may not be the same for everyone else. 🙂

  • I’d like to see a more comprehensive split test, in other words, whether asking for a name – and then using it with the test that asked, results in greater email open rates.

    Obviously asking for more details in opt-in will lower opt-in rates, but for people who do ask for a name, it’s usually because they believe tha using a persons name later will help with open / click-trhough rates. Tests like this ignore this important factor.

    I’d love to see who had more overall clicks from their emails. The person with a higher opt-in rate, but who can’t use a name, or the person with less names, but is able to use a name to personalize.

    • Daphne Sidor

      I’d love to know this, too, Piers. Feel like running a test like this and sending the results our way? 😉

      It seems quite possible that the open-rate gains from email personalization could balance out or even exceed the hit your opt-in rate takes when you add a name field. The main takeaway I see here is that if you *aren’t* doing any kind of personalization—or if you don’t know that it’s improving your email open rate—you’ll definitely want to keep the information you ask for to a minimum.