Changing one form field increased completed forms by 8.66%

Newcastle School of Trades wanted to investigate why so many visitors abandoned their form at the field, “I am interested in…” Originally their drop-down menu featured 11 options with “undecided” at the end.

Hypothesis: If they move the “undecided” option to the top of the list they would increase the amount of people who complete the form.

Result: Changing the order of the one field increased conversions by 9%.

What These Split Test Results Mean:

Most of the people who filled out this form were undecided. Making the “undecided” field more prominent made it easier for visitors to fit into a category.

Source: http://www.webmechanix.com/wp-content/uploads/2014/02/ncst-conversion-optimization-casestudy1.pdf?&__hssc=61009011.1.1408393015092&__hstc=61009011.74f6cdefea3ab8bd0f126b6372e03dcc.1408393015091.1408393015091.1408393015091.1&hsCtaTracking=5dab9b49-9073-4f2c-8c2b-12a5104dfb58%7C2e1f6d69-ca94-420e-a443-e30922a69db9

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