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#128 Shortening the Checkout Form

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A popular destination travel company with a large number of visitors and good sales wanted more people to fill out the form on its deal page and move forward in their buying journey.


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Control

The original form had a long multi-column layout form with eight required fields.

Variant 1

The first variant showed the 3 required fields (marked with an asterisk sign) at the top followed by the remaining 5 optional fields.

Variant 2

Variant 2 showed just the 3 required fields and hid the remaining optional fields.

Results

26% increase in CR

Sources

• The optimized form that led to a 26% increase in conversions for a destination travel company

#127
Contrasting CTAs Above the Fold

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