Success Story

Attacat and Flying Scott Parking Tested Form Fields To Increase Submissions Using A/B Testing

35% Form submissions

About Flying Scot Parking

I recently came across an article at Askmen.com titled “Habits Bosses Hate.” The author insists that one of the habits that makes one a pain to work with is “You ask too many questions“. That was a shock. I’ve always heard the career gurus saying that one should be inquisitive and always be questioning. So, how can asking questions be a bad thing?

With this thought and observation, we take you through a similar situation wherein addressing the same helped a company increase its conversions.

Goals

Flying Scot Marketing handed over the A/B testing duties for their website to Attacat Internet Marketing. When Attacat saw the “Details” page of the booking process, they immediately knew they had a problem, and an opportunity.

When Attacat saw the “Details” page of the booking process, they immediately knew they had a problem, and an opportunity.

Tests run

This is how the original form looked:

They created a variation that removed all unnecessary form fields.

Conclusion

45.45% increase in visitors moving to the next step and 35% increase in form submissions. The test was statistically significant at 99% confidence.

Key Takeaways:

Forms should never make the customer wonder why all this information is needed.
Who’s the boss? The customer of course. Large forms with irrelevant questions means the customer’s time is being wasted when he/she is in line to give business, and that’s a certain conversion killer.