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Why Having Less Form Fields Drives Conversions

Jenn Lisak Golding Tuesday, October 16, 2012

3 Less than a minute

Our fantastic technology sponsor,Formstack , has done a lot of research on generating more conversions using forms. We worked together on compiling the best research that proves that less form fields drives conversions. In fact, we found that the optimal conversion rates occurs when the number of fields a user has to fill out is two or three.

The infographic also provides some tips on how to improve your form design to drive conversions. Are your forms optimized across all devices? Is the font big enough? These are questions you should be asking yourself when you are looking to create an effective form.

What do you think? Do you struggle with how many form fields you should have?

Formstack Fields Conversion Infographic

Jenn Lisak Golding Tuesday, October 16, 2012

3 Less than a minute

Jenn Lisak Golding

Jenn Lisak Golding is President and CEO of Sapphire Strategy, a digital agency that blends rich data with experienced-back intuition to help B2B brands win more customers and multiply their marketing ROI. An award-winning strategist, Jenn developed the Sapphire Lifecycle Model: an evidence-based audit tool and blueprint for high-performing marketing investments.

3 Comments

Hisocial says:

Tuesday, October 16, 2012 at 1:01 PM

Hi Jenn,

Nice infography, do you know if results are different in B2B websites compared with B2C?. I mean are B2B users more prone to fill the forms?

Reply
1. Jenn Lisak says:
  
  Tuesday, October 16, 2012 at 4:24 PM
  
  Hi Hisocial,
  
  The data that was provided in this mostly deals with B2B websites. However, while we were delving into data from B2B versus B2C, there was not a ton of difference in the results, except in the case of ecommerce. If there was an option for the user to sign in as a guest instead of providing their info and creating an account, they would definitely sign in as a guest instead. I think, based on my experiences with Formstack and as a user, that it is a reasonable assumption to think that B2B users are more prone to filling out forms.
  
  Reply
  1. Hisocial says:
    
    Wednesday, October 17, 2012 at 4:38 AM
    
    Thank you for the explanation
    
    Reply

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It all started as a book club.

Yes, I’m serious. I started my work on the web more than two decades ago. My first site was Helping Hand, which curated the best sites from around the web to help people with their computers and navigate resources on the Internet. Years later, I sold the domain to a company that helped folks quit smoking, one of my first big contracts.

I began blogging on Blogger and waxed poetic about everything from politics to Internet tools. I was all over the place and mostly wrote for myself – without much of an audience. I belonged to a Marketing Book club in Indianapolis that quickly grew out of control. Over time, I discovered that more and more of the group were coming to me for technology advice. The combination of my technology background and my business and marketing acumen was in high demand as the Internet rapidly changed the industry.

After reading Naked Conversations, I was motivated to better brand and control the content on the site. I also wanted more control over the look and feel of my blog, so I moved to my domain in 2006 and built my first WordPress site. Since I was focused on marketing technology, I didn’t want the domain with my name to get in the way, so I moved the site (painfully) to its new domain in 2008 where it’s grown ever since.

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