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+22.2% to landing page conversion due to the short registration form


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Anastasia, Copywriter


A lead form is a special place on the landing page. At this point the visitor performs a targeted action, for which a sales funnel was built, advertising was launched, a landing page was created, further scenarios were written.

We assumed:

The fewer fields to enter the information, the better for landing page conversion rate.

The essence of the test

The main task of the landing page is to convert a visitor into a lead. The better he copes with this, the more the company earns in the end. That’s why every additional conversion percentage is so important. This means that more people have fallen into the funnel and, if everything is done correctly, more of them will purchase.

Often, getting to the landing page, a person leaves for a simple reason – he is too lazy to do anything. Either you did not convince, or he/she does not need what you offer, or he/she has no time. It all boils down to one thing – he/she doesn’t want to waste time and effort to give you his/her contacts. If he doesn’t want to, then he doesn’t give. Even for free. You are without a lead and without a sale.

That’s why we are testing various simplifications of landing pages. This time, a registration form came under “fire”.

We took the usual registration form with 3 fields:

• Name;
• Email;
• Phone number.

And reduced it to 1 field. Thus, we only received the visitor’s email. This is enough to send him/her bonus materials and reminders about the event for which the person has registered.


In the first case, the registration form looks like this.
You see this form on 95% of landing pages.


The short form looks like this.
The rest of the landing page elements remained the same.

Both pages got the same amount of traffic. After measuring conversion rates, it turned out that a page with a short registration form brought 22.2% more conversions than a form with 3 fields.

Test results

The landing page with a registration form with 3 fields had a conversion rate of 15.6%.

The landing page with a registration form with 1 field had a conversion rate of 20.06%.

A landing page with a single-line registration form has a 22.2% higher conversion rate than a landing page with a 3-line registration form.

Why the shorter form works better

The answer lies in the question itself – it is shorter. For the visitor, this means less hassle with filling the form in, less time is spent on registration. This is faster and saves time. Let it be just a couple of seconds, but a person “reads” it like this: 3 times less effort to fill in.

Another point: a person does not need to leave a phone number. This means that there will be no intrusive calls “Well, buy!” and SMS with reminders about the webinar or some super important information. Mail? This is enough to get a bonus for registration and a link to the masterclass.


By collecting only emails from visitors, you risk getting applications of less quality. Someone can leave a non-working email address, someone can make a mistake in it, and someone can give a contact, but at the same time will not open a single letter. There is such a risk with any kind of form. You will suffer some losses, but due to higher conversion, you will still win.

Please note the more valuable the bonus you give for registration, the more fields in the form you can ask to fill in. Let the visitor work at least a little to earn a bonus. Do not give away such a utility fornothing. But the visitor should understand his benefit – he/she should be aware of it and be able to compare it with the efforts being made. Therefore, you will have to present it correctly.

Did you like the test?
Thank us with a like. This will inspire us to test more different nuances and do it more often. As a result, you will have real ways to increase conversion without wasting time and effort on your tests.


The visitor is too lazy to do something for you.

Therefore, the shorter the form, the better. The test confirmed this: a landing page with a single-line registration form has a 22.2% higher conversion rate than a landing page with a 3-line registration form.

If you want more leads, don’t make long registration forms. But you can lose in quality. Consider this.

If you give a valuable bonus, make the form with 3 fields. The short form will devalue it in the eyes of the reader. You don’t need that.

Are you ready to cooperate?

Order the Landing Page for your free lead magnet: a book, a PDF report, a checklist, a video collection…


And remember:

You will pay exactly as much as the KPI is fulfilled



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