Home landing: Form Field Labels
Hypothesis
If we test a similar change on our home landing pages as rejected, we should be cautious
Test Results
Key Learning
Problem: Each additional form field adds friction to the home landing, increasing the chance users abandon before completing their submission.
What was tried: rejected this UI change (May 25, 2020). Rejection suggests the change underperformed the control
Why it failed: The control was closer to optimal for this audience. Test more conservative variations next time.
How to Apply This to Your Site
This test showed that home landing: form field labels hurt conversions. The change was tested on a landing page page in the saas industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that form tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
It looks like has been iterating on showing additional fields upfront on their homepage. After they succeeded at displaying an email address upfront, this experiment now takes next step of showing a password field. The result of the leaked experiment however suggests a negative outcome as they reverted back to the control version - without the visible password.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Checkout: Fewer Form Fields
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.
Checkout: Top Aligned Labels
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Home landing: Natural Language Forms
Context: Multi-step processes on the home landing can overwhelm users if they can't see how far along they are or how much is left.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.