Home landing: Form Field Labels
Hypothesis
If we test a similar change on our home landing pages as tested, then our conversion metric will likely improve based on their implementation decision.
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 worked: implemented this UI change (Feb 18, 2020). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. Now test the placement of this social proof — positioning near CTAs, in pricing sections, and in checkout flows often amplifies the effect.
How to Apply This to Your Site
This experiment demonstrated that home landing: form field labels can improve conversions. The test was run on a landing page page in the saas industry.
Before you test: Consider that social proof 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
Once upon a time, had asked users to enter their email address far down in the signup flow. The email field appeared after a user moved from the hompage, through a series of confirmation steps, and a plan selection - what might officially be counted as the fifth step. All this was challenged with the following experiment where the email field was placed right at the forefront. More so, it also looks like this changed generated some positive impact as it was also rolled out.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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