How reducing form field friction and anxiety affects conversion rate - NextAfter
Dallas Theological Seminary

How reducing form field friction and anxiety affects conversion rate

Experiment ID: #5847

Dallas Theological Seminary

The DTS mission is, “to glorify God by equipping godly servant-leaders for the proclamation of His Word and the building up of the body of Christ worldwide.” They strive to help men and women fulfill the Great Commission and the Great Commandment, or more simply: Teach Truth. Love Well.

Experiment Summary

Timeframe: 11/14/2016 - 12/23/2016

Dallas Theological Seminary launched a new free course studying the book of Revelation. Traditionally, they had always asked for name, email address, and full home address in the registration process so they could send prospects direct mail if needed. However, the data had shown that these prospects did not respond well to direct mail unless they made an online gift during the course. Since DTS got all the home address data when they made a gift, they didn’t need to collect it at the beginning.

They were curious how this might affect course registrations, so they launched a test between a full signup form and one that just asked for name, email, and password. They split the traffic to determine the effect of removing the home address fields.

Research Question

How does reducing form field friction and anxiety affects conversion rate?


C: Long form with Home Address
T1: Shorter form


  Treatment Name Conv. Rate Relative Difference Confidence
C: Long form with Home Address 33.7%
T1: Shorter form 36.7% 8.9% 99.7%

This experiment has a required sample size of 1,934 in order to be valid. Since the experiment had a total sample size of 8,949, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 8.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

The shortened registration form produced a 8.9% increase in conversions on the page, which showed that there was a segment of the audience that either felt anxious about giving away that information or felt like it was too much work to fill out a longer form. The form is now reduced to the bare essentials of what data must be collected for the course registration, so more value proposition testing is prompted.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #5847

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.