It is commonly thought that the shorter the form is on your website or landing page the higher the conversion rate will be. I have personally seen short forms outperform long ones consistently as they cause less friction and require less time and commitment from a potential prospect however I wanted to test if this was always the case.
My hypothesis was that in industries where a website visitor expects to spend time and effort to get a high value service or product a longer form process could outperform a shorter one. The service I decided to test this hypothesis on was home loans which is the single biggest investment in most peoples life and a service where people expect to have to put in some work.
What I Tested
Bluestone Mortgages offer home loans for people who may not fit the usual criteria.
To generate them leads I launched a Google Adwords campaign and designed them a high-converting landing page to drive the traffic to. The landing page was converting well but I wanted to see if I could increase the conversion rate further by increasing the perceived value of filling out the form by making it longer.
The original landing page had a short form and very clear qualifiers (15% deposit needed in an approved city) to cut down on poor quality leads. The page contained a lot of information below the fold about Bluestone and the type of people they can lend to.
The variation landing page contained a multi step form which had 9-12 form options depending on the type of home loan that suited. The form had validation throughout which stopped people from proceeding if they didn’t meet certain criteria.
The longer multi-step form increased conversions by 55.6% at a 94.9% confidence level. The longer form also delivered better quality leads with a lot more initial information on the prospect making the multi-step landing page a significant winner.
Whilst short landing pages generally outperform longer ones this is not always the case and ‘best practice’ is not always the winner. Best practice and past experience are a great starting point but you should never stop there and should continue researching and testing to improve your campaign results.