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5 Examples of How Form Optimisation Can Transform a Business

Conversion Rate Optimisation

What would happen to your business if you had 160% more leads, or had an extra $12 million in revenue? It’s an exciting thought, and it may be more more achievable than you would initially think. The key? Better forms and checkouts.

If only forms were this easy...

If only forms were this easy…

We’ve said it more than once; forms are a vital part of the conversion process, and one that is overlooked too often. We thought it would be great to share with you examples of companies that have taken this advice to heart, made improvements to their forms, and reaped the rewards. Hopefully their example will inspire you to look again at your form and test some variations.

We’ve written about the changes we made to our sign up process, but we’re not the only ones who have optimised a form and seen an impact.

Many of the changes these companies made were small tweaks, but small changes can make a huge difference to conversion numbers, revenue and customer happiness. Here they are; enjoy, take notes, change forms:

Expedia removes one field, makes extra $12 million (in one year)

In what must surely be one of the highest change-size-to-impact-ratios ever, Expedia removed a single field on their booking form. The field? Company Name, and it was confusing users, who thought Expedia were asking for their Bank’s name. Users then entered address details for their bank rather than their home address, leading to failed transactions.


The less questions you ask users, the fewer chances they have to be confused and make errors. For Expedia, it made a huge difference to their customers.

Imaginary Landscape reduce 11 form fields to 4, see 160% rise in leads

An older one, but a great example of removing the friction caused by each individual field. They reduced the amount of information they asked of users but found that they had no decrease in the quality of the leads that came through the site.


Trim that form!

Marketo test three versions of form and reduces cost per lead by $10.66

Lead generation forms have to weigh up how much data you want on prospects in comparison to how many you would like to complete the form. Some argue that more friction may lead to less leads, but those that do reach you will be more qualified and therefore of a higher quality. Marketo, a marketing automation system, found this not to be the case.

Marketo’s lead generation form asks visitors to provide information about the business they are enquiring on behalf of. The longest form in this test was 11 fields and asked about the number of employees, work phone number and current CRM system. The shortest, 5 field form, only asked for basic information.


The shortest form had the highest conversion rate and lowest cost per lead. Marketo in actual fact simply bought the data they were missing from not asking these questions in the form, and the cost per lead still worked out cheaper.

Business Hosting Company increases lead rate by 188.46% by shortening form

For those of you clicking on the presentation, this example starts at slide 14. This company had a 20 field form at the first step of their lead generation form. They tested a version with just 4 fields and improved lead generation by 188%. This is another example where trimming the amount of friction caused by a lengthy form can have huge impacts on a business.

BONUS: Continue through this slide deck and there is an additional example of SmartBrief, who increased the subscription sign up rate by cutting their form from 13 to 3 and adding value statements to the subscription. The result was a whopping 816% increase in subscriptions.

Usertesting.com finds ‘naked’ sign up form converts 197% better than original

Point number 3 in this blog shows how usertesting.com tried two new variations of their sign up form and A/B tested them. The variant with social proof (Logos and testimonials from happy clients) improved conversion rates by 48%. The surprising result was that a named form, with nothing on the page apart from the form itself, performed 197% better than the original.


For this company, having a stripped back form with few visual or text distractions meant users focussed on the form and completed it quickly.

BONUS – Luke W video on how to increase form conversions

Last of all, here’s a video to give you some form optimisation inspiration from one of the most knowledgeable people in the world of form design, Luke Wroblewski: