Little trick increased conversions by 26%

Noah Kagan, a renowned entrepreneur and growth hacker, demonstrated the profound impact that even small adjustments can have on a business’s conversion rate. His submission form initially required users to fill out four fields: Name, Email, URL, and Revenue. However, upon reviewing the form, Noah realized that one field—Revenue—might be creating unnecessary friction for users.

The Adjustment

To simplify the process, he decided to remove the “Revenue” field, leaving only three fields:

1. Name
2. Email
3. URL

The Results

This seemingly minor change led to a significant improvement:

• The form’s conversion rate increased by 26%, meaning far more users completed the form and submitted their information.

Why It Worked

1. Reduced Friction: The “Revenue” field likely intimidated or discouraged users who didn’t want to disclose sensitive financial information or weren’t sure how to answer. By removing it, the process felt less invasive and more approachable.
2. Simplified User Experience: Fewer fields mean less effort for users, making it easier for them to complete the form. Simplicity often correlates with higher conversion rates.
3. Minimized Cognitive Load: When presented with too many fields, users may hesitate or abandon the form entirely. By reducing the number of decisions users needed to make, Noah streamlined the experience and encouraged more completions.

Lessons for Your Business

1. Audit Your Forms: Review the fields you ask users to fill out. Are they all necessary? Eliminate any that might be creating barriers or deterring users.
2. Test Small Changes: Even minor adjustments—like removing a single field—can lead to significant results. Use A/B testing to measure the impact of these changes.
3. Focus on User Comfort: Avoid asking for overly personal or sensitive information unless absolutely necessary. Users are more likely to engage when they feel their privacy is respected.
4. Prioritize Simplicity: The fewer steps or fields in a process, the easier it is for users to complete. Aim for the simplest path to conversion.

The Takeaway

This case study highlights how a small tweak—like removing one form field—can have a disproportionate impact on results. By putting the user experience first and minimizing obstacles, Noah Kagan improved his form’s conversion rate by an impressive 26%. This is a powerful reminder that less is often more when it comes to optimizing for engagement and conversions.

(Source: neilpatel.com)