CASE STUDY53.3% REDUCTION IN FORM FIELD ERRORS

OVERVIEW

SessionCam reported 10.7% of customers see the error message for adding their number in and are confused by having to enter it twice.

The test confirmed the idea that reducing the number of fields minimises friction and encourages users to move to the next step of a form or to submit. It is recommended that the contact number section is limited to a single field. This suggestion can be extended to other forms, where fields should be kept to a minimum required to complete an enquiry or a purchase. In addition, field formats should be intuitive or have clear labels attached to them, so that visitors can promptly understand what information is required and in which format.

THE EXPERIMENT

If we remove one of the contact number fields and reduce number of digits in a field to 11, then it will reduce the number of errors and users’ journey won’t be interrupted, leading to increased sales.


THE RESULTS

REDUCTION IN ERRORS

53.3%

ANNUAL SALES PROJECTION

+869


ANALYSIS & INSIGHT

The test run for 3 weeks and Challenger performed consistently better than Control across all metrics and devices. The only statistically significant result  was the reduction by 53.33% of users experiencing contact number field errors. This outcome, paired with the other metrics gathered, shows that the changes introduced likely have positive impact on the number of sales.

In terms of the types of errors received, the biggest difference was in the amount of users shown “this field is required” error: the error was shown to 16.6% of  Control visitors, compared to only 4.9% of Challenger users. The reduction was smaller for format related errors: 6.8% Control visitors saw it, v.s. 5.9% Challenger visitors. The results confirmed the theory that users were confused about the need to put in a second number and adding two numbers to a contact form causes friction.

The test confirmed the idea that reducing the number of fields minimises friction and encourages users to move to the next step of a form or to submit. It is recommended that the contact number section is limited to a single field. This suggestion can be extended to other forms, where fields should be kept to a minimum required to complete an enquiry or a purchase. In addition, field formats should be intuitive or have clear labels attached to them, so that visitors can promptly understand what information is required and in which format.

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