Why the long form? A guide to Form and checkout optimization

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A presentation Formisimo gave on optimising forms and checkouts (March 2014)

Published in: Marketing, Technology, Design
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Why the long form? A guide to Form and checkout optimization

  1. 1. Why the long form? @formisimo
  2. 2. Online, forms and checkouts are everywhere.
  3. 3. 3.5 million visits to forms. 2.4 million didn’t finish.
  4. 4. Why?
  5. 5. Counties are no longer used for delivery (and haven’t been since 1996)
  6. 6. Removed one field from booking form (company)
  7. 7. $12 million extra revenue
  8. 8. Register Continue “You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout.”
  9. 9. +$300,000,000
  10. 10. ?
  11. 11. 24% decrease in corrections per starter 35.5% increase in form completions 56% overall increase in conversions Password reset rate remains at 10%
  12. 12. “Of all the methods used to help increase conversion, cart abandonment analysis shows the highest correlation to an increase in sales.”
  13. 13. Over 700 users in 65 countries. 100 million interactions and counting.
  14. 14. 0 20 40 60 80 100 120 140 160 180 May June July Aug Sept Oct Nov Dec Jan Feb End of beta
  15. 15. Featured on:
  16. 16. We want to remove the pain, frustration and anger of engaging with brands online.
  17. 17. Thanks for listening! @tomnew_ @formisimo tom@formisimo.com

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