Same old story really; another client is requesting that they need x number of fields on their Contact Us form, and no amount of explaining that less=more will suffice without providing objective evidence. Does anyone have any links to studies that support (or even contradict) the hypothesis that reducing the number of fields increases conversion rates? Surely it's not just an assumption we all have that isn't based on any evidence?
I'm surprised there doesn't seem to be a similar post here about this but hopefully we can get some actual studies listed.
After most of the morning searching I have found one ( http://www.imagescape.com/clients-like-you/contact-form/ ) but I'm surprised there aren't more out there that I can find to back up this statement.
There is also this one about how Expedia saw a $12 million annual revenue increase by deleting ONE input field as linked to from this related ux.se question:
Answer
Dan Zarella is frequently quoted by HubSpot and other Internet Marketers because of his careful study of Marketing Statistics. The second link has the most direct answers to what you are looking for:
- 3 Steps to Picking the Perfect Number of Landing Page Form Fields
- Which Types of of Form Fields Lower Landing Page Conversions (awesome)
- Landing Page Best Practices: Part II
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