the step-by-step form improved the conversion rate by 244%
Lokum
property developer
UX researcher · A/B tester
increase contact form completions
Google Analytics & Hotjar analysis · heuristic review · A/B testing
Figma · Hotjar · Google Analytics · VWO
+244% form conversion increase
Using Google Analytics and Hotjar, I discovered usability issues with form completion.
My hypothesis, based on Baymard Institute research, stated that reducing form fields and dividing them into steps would increase completion rates by lowering entry barriers and enhancing user engagement.
Using VWO, I implemented and conducted a split URL test that lasted for 1 month.
The experiment yielded statistically significant data (p=0.0146). Version B not only boosted form completion rates by 244% but also increased average visitor engagement by nearly a minute and content consumption by almost 8%.
