Does combining name and email on the same step lift leads?
The lead form asked for name and email on separate steps. We moved email up onto the name step, so the form had 1 fewer step. Conversion fell 1.5% and revenue per visitor 1.5% over 29 days, a flat result.
Not significant Responsive 29 days Not called
The hypothesis
By combining name and email on the same step, we will cut the number of steps in the form, resulting in a higher conversion rate.
On another landing page in this program, combining the personal details on 1 page had just won and been implemented. Fewer steps meant fewer chances for visitors to stop before the end.
We ran the same idea here to see whether the gain would carry over to this form.
What we changed
We moved email onto the name step, cutting 1 step from the form.
In the control, name and email sat on separate steps. The variation asked for both on the same step, so visitors reached the end of the form 1 step sooner. The questions and the rest of the page stayed the same.
- Email moved up onto the name step
- Form has 1 fewer step
The result
Conversion fell 1.5% and revenue per visitor 1.5% over 29 days.
For part of the run, not all traffic reached the test page. We fixed the routing and restarted the data, then ran the test 29 days. Results moved from slightly up to slightly down and never came close to a call. Conversion finished down 1.5% and revenue per visitor down 1.5%.
We paused the test to save testing tool impressions on this high volume page.
What we would do next
Keep the separate steps here and test a different lever.
Cutting a step did not change how many visitors finished this form. The same change lost on a 3rd landing page and was flat on a 4th, so the win on the first page looks tied to that form. On this page we would look past step count for the next test.