How registration form length affects email acquisition rate
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: 04/26/2016 - 06/27/2016
Dallas Theological Seminary had just released their third free online course on Genesis. Although they had made plenty of changes to the landing page copy, they hadn’t tried to optimize the form, which asked for both online and offline information, totaling 11 fields. We hypothesized that reducing the perceived length of the form (by nesting fields together) would increase conversions.
Research Question
Will reducing the perceived length of the form increase conversions?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Long Form | 40.2% | ||
| T1: | Smaller Form | 41.8% | 4.1% | 90.5% |
This experiment has a required sample size of 7,001 in order to be valid. Since the experiment had a total sample size of 10,173, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The optimized form produced a 4.1% increase in signups. This slight increase suggested that the form didn’t have as much impact on the page as originally thought, and prompted a series of new tests to increase the force of the value proposition in the copy.