How reducing form field friction and anxiety affects conversion rate
Experiment ID: #5847
Dallas Theological Seminary
Experiment Summary
Timeframe: 11/14/2016 - 12/23/2016
Dallas Theological Seminary launched a new free course studying the book of Revelation. Traditionally, they had always asked for name, email address, and full home address in the registration process so they could send prospects direct mail if needed. However, the data had shown that these prospects did not respond well to direct mail unless they made an online gift during the course. Since DTS got all the home address data when they made a gift, they didn’t need to collect it at the beginning.
They were curious how this might affect course registrations, so they launched a test between a full signup form and one that just asked for name, email, and password. They split the traffic to determine the effect of removing the home address fields.
Research Question
How does reducing form field friction and anxiety affects conversion rate?
Design
C: Long form with Home Address
Array
(
[0] => Array
(
[ID] => 13259
[id] => 13259
[title] => Original-2-3.png
[filename] => Original-2-3.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3.png
[link] => https://www.nextafter.com/experiments/how-reducing-form-field-friction-and-anxiety-affects-conversion-rate/attachment/original-2-3-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => original-2-3-png
[status] => inherit
[uploaded_to] => 13258
[date] => 2021-02-25 05:48:04
[modified] => 2021-02-25 05:48:04
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1969
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-219x300.png
[medium-width] => 219
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-768x1050.png
[medium_large-width] => 640
[medium_large-height] => 875
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-749x1024.png
[large-width] => 640
[large-height] => 875
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-1123x1536.png
[1536x1536-width] => 1123
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3.png
[2048x2048-width] => 1440
[2048x2048-height] => 1969
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3.png
[tp-image-grid-width] => 512
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-37x50.png
[admin-width] => 37
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3.png
[full-width] => 1440
[full-height] => 1969
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-372x509.png
[thumb_372-width] => 372
[thumb_372-height] => 509
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-457x625.png
[single_post_thumbnail-width] => 457
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-23x32.png
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-35x48.png
[thumb_48_48-width] => 35
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-47x64.png
[thumb_64_64-width] => 47
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-94x128.png
[thumb_128_128-width] => 94
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-49x67.png
[thumb_122_67-width] => 49
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-112x153.png
[thumb_153_153-width] => 112
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-119x163.png
[thumb_130_163-width] => 119
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-129x177.png
[thumb_232_177-width] => 129
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-475x650.png
[thumb_272_325-width] => 475
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-253x346.png
[thumb_271_346-width] => 253
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-198x271.png
[thumb_271_271-width] => 198
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-126x172.png
[thumb_272_172-width] => 126
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-337x461.png
[thumb_372_461-width] => 337
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-366x500.png
[thumb_372_500-width] => 366
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-197x270.png
[thumb_385_270-width] => 197
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-176x241.png
[thumb_416_241-width] => 176
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-300x410.png
[thumb_448_410-width] => 300
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-600x820.png
[thumb_448_410_retina-width] => 600
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-279x382.png
[thumb_574_382-width] => 279
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-289x395.png
[thumb_776_395-width] => 289
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13260
[id] => 13260
[title] => Variation_1-3-3.png
[filename] => Variation_1-3-3.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3.png
[link] => https://www.nextafter.com/experiments/how-reducing-form-field-friction-and-anxiety-affects-conversion-rate/attachment/variation_1-3-3-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => variation_1-3-3-png
[status] => inherit
[uploaded_to] => 13258
[date] => 2021-02-25 05:48:16
[modified] => 2021-02-25 05:48:16
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1512
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-286x300.png
[medium-width] => 286
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-768x806.png
[medium_large-width] => 640
[medium_large-height] => 672
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-975x1024.png
[large-width] => 640
[large-height] => 672
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3.png
[1536x1536-width] => 1440
[1536x1536-height] => 1512
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3.png
[2048x2048-width] => 1440
[2048x2048-height] => 1512
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3.png
[tp-image-grid-width] => 667
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-48x50.png
[admin-width] => 48
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3.png
[full-width] => 1440
[full-height] => 1512
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-372x391.png
[thumb_372-width] => 372
[thumb_372-height] => 391
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-595x625.png
[single_post_thumbnail-width] => 595
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-30x32.png
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-46x48.png
[thumb_48_48-width] => 46
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-61x64.png
[thumb_64_64-width] => 61
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-122x128.png
[thumb_128_128-width] => 122
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-64x67.png
[thumb_122_67-width] => 64
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-146x153.png
[thumb_153_153-width] => 146
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-130x137.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 137
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-169x177.png
[thumb_232_177-width] => 169
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-544x571.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 571
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-271x285.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 285
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-258x271.png
[thumb_271_271-width] => 258
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-164x172.png
[thumb_272_172-width] => 164
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-372x391.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 391
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-372x391.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 391
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-257x270.png
[thumb_385_270-width] => 257
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-230x241.png
[thumb_416_241-width] => 230
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-390x410.png
[thumb_448_410-width] => 390
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-781x820.png
[thumb_448_410_retina-width] => 781
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-364x382.png
[thumb_574_382-width] => 364
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-376x395.png
[thumb_776_395-width] => 376
[thumb_776_395-height] => 395
) ) )
T1: Shorter form
Array
(
[0] => Array
(
[ID] => 13259
[id] => 13259
[title] => Original-2-3.png
[filename] => Original-2-3.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3.png
[link] => https://www.nextafter.com/experiments/how-reducing-form-field-friction-and-anxiety-affects-conversion-rate/attachment/original-2-3-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => original-2-3-png
[status] => inherit
[uploaded_to] => 13258
[date] => 2021-02-25 05:48:04
[modified] => 2021-02-25 05:48:04
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1969
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-219x300.png
[medium-width] => 219
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-768x1050.png
[medium_large-width] => 640
[medium_large-height] => 875
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-749x1024.png
[large-width] => 640
[large-height] => 875
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-1123x1536.png
[1536x1536-width] => 1123
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3.png
[2048x2048-width] => 1440
[2048x2048-height] => 1969
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3.png
[tp-image-grid-width] => 512
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-37x50.png
[admin-width] => 37
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3.png
[full-width] => 1440
[full-height] => 1969
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-372x509.png
[thumb_372-width] => 372
[thumb_372-height] => 509
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-457x625.png
[single_post_thumbnail-width] => 457
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-23x32.png
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-35x48.png
[thumb_48_48-width] => 35
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-47x64.png
[thumb_64_64-width] => 47
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-94x128.png
[thumb_128_128-width] => 94
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-49x67.png
[thumb_122_67-width] => 49
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-112x153.png
[thumb_153_153-width] => 112
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-119x163.png
[thumb_130_163-width] => 119
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-129x177.png
[thumb_232_177-width] => 129
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-475x650.png
[thumb_272_325-width] => 475
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-253x346.png
[thumb_271_346-width] => 253
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-198x271.png
[thumb_271_271-width] => 198
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-126x172.png
[thumb_272_172-width] => 126
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-337x461.png
[thumb_372_461-width] => 337
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-366x500.png
[thumb_372_500-width] => 366
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-197x270.png
[thumb_385_270-width] => 197
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-176x241.png
[thumb_416_241-width] => 176
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-300x410.png
[thumb_448_410-width] => 300
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-600x820.png
[thumb_448_410_retina-width] => 600
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-279x382.png
[thumb_574_382-width] => 279
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Original-2-3-289x395.png
[thumb_776_395-width] => 289
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13260
[id] => 13260
[title] => Variation_1-3-3.png
[filename] => Variation_1-3-3.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3.png
[link] => https://www.nextafter.com/experiments/how-reducing-form-field-friction-and-anxiety-affects-conversion-rate/attachment/variation_1-3-3-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => variation_1-3-3-png
[status] => inherit
[uploaded_to] => 13258
[date] => 2021-02-25 05:48:16
[modified] => 2021-02-25 05:48:16
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1512
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-286x300.png
[medium-width] => 286
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-768x806.png
[medium_large-width] => 640
[medium_large-height] => 672
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-975x1024.png
[large-width] => 640
[large-height] => 672
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3.png
[1536x1536-width] => 1440
[1536x1536-height] => 1512
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3.png
[2048x2048-width] => 1440
[2048x2048-height] => 1512
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3.png
[tp-image-grid-width] => 667
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-48x50.png
[admin-width] => 48
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3.png
[full-width] => 1440
[full-height] => 1512
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-372x391.png
[thumb_372-width] => 372
[thumb_372-height] => 391
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-595x625.png
[single_post_thumbnail-width] => 595
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-30x32.png
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-46x48.png
[thumb_48_48-width] => 46
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-61x64.png
[thumb_64_64-width] => 61
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-122x128.png
[thumb_128_128-width] => 122
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-64x67.png
[thumb_122_67-width] => 64
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-146x153.png
[thumb_153_153-width] => 146
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-130x137.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 137
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-169x177.png
[thumb_232_177-width] => 169
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-544x571.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 571
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-271x285.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 285
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-258x271.png
[thumb_271_271-width] => 258
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-164x172.png
[thumb_272_172-width] => 164
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-372x391.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 391
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-372x391.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 391
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-257x270.png
[thumb_385_270-width] => 257
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-230x241.png
[thumb_416_241-width] => 230
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-390x410.png
[thumb_448_410-width] => 390
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-781x820.png
[thumb_448_410_retina-width] => 781
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-364x382.png
[thumb_574_382-width] => 364
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Variation_1-3-3-376x395.png
[thumb_776_395-width] => 376
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Long form with Home Address | 33.7% | ||
| T1: | Shorter form | 36.7% | 8.9% | 99.7% |
This experiment has a required sample size of 1,934 in order to be valid. Since the experiment had a total sample size of 8,949, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 8.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The shortened registration form produced a 8.9% increase in conversions on the page, which showed that there was a segment of the audience that either felt anxious about giving away that information or felt like it was too much work to fill out a longer form. The form is now reduced to the bare essentials of what data must be collected for the course registration, so more value proposition testing is prompted.