How does a length of the form impact conversion?
Hey everyone,
I am currently working on Barvico which will list various collections of vector illustrations. Free illustration packs can be downloaded via a download form, meaning the user enters an email address and we send a download link to the provided address.
At the moment, our form is consisted of three fields: email address, first name and last name: https://snag.gy/JiI6pK.jpg
Logically speaking, the longer a form is, the more resistance it can cause for the user to complete the form. Based on this, if we eliminate the first and the last name fields (https://snag.gy/FYbG8w.jpg) then it should increase conversion. Or not?
Does this always work? I mean, fewer fields lead to more conversions. Have you tried to add or eliminate field(s) from your form? If yes, what were the results?
Would like to hear your opinion.
Generally, fewer fields will increase conversion rate. Also consider which fields. Someone is more likely to give their email than their phone number. They are more likely to give their phone number than their credit card number.
Think about what information is important to you. Do you need a last name? Is first name and email enough? I think the first name is probably not too much considering you are already getting their email.
Also, in the future, if you already know a person's email because they have downloaded a pack before, can you make sure that they don't have to enter it again? You could potentially ask for different information this time (called progressive profiling).
I've not heard about progressive profiling before, so thank you for mentioning it! I'll do some readings :)