How adding a phone number field to an acquisition form impacts conversion
Experiment ID: #7567
Care Net
Experiment Summary
Timeframe: 09/15/2017 - 10/04/2017
Care Net offers an online course called, Pro-Life 101. When someone signs up for the course, the form has fields where they provide personal information. Getting a phone number from a new name is very valuable to the organization. They wanted to test if the conversion rate of the page would be impacted if they asked for a person’s phone number.
Research Question
Would adding a phone number to the acquisition process impact conversion?
Design
C: No Phone Number
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T1: Added Phone Number Field
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Phone Number | 99.6% | ||
| T1: | Added Phone Number Field | 62.9% | -36.9% | 100.0% |
This experiment has a required sample size of 1 in order to be valid. Since the experiment had a total sample size of 1,454, 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
× 36.9% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Adding a phone number field to the acquisition form decreased conversion by 36%. Even though the field wasn’t required, the perceived perception of having this field on the form caused cognitive friction to the acquisition process resulting in a significant amount of people abandoning the form and not signing up for the online course.