Conversion rate optimization doesn’t always require a full redesign or massive product overhaul. Sometimes, all it takes is a single smart change — based on how users actually behave.
That’s exactly what analytics company Formisimo discovered.
They ran a test on their sign-up form and made one small adjustment. The result?
✅ 14.3% more users started filling out the form
✅ 35.5% more of those who started, completed it
✅ Overall? A 56.3% increase in sign-up conversions
So what was this small but powerful change?
🔁 Replacing “Confirm Password” With “Show Password”
Traditionally, most sign-up forms ask users to input their password twice to ensure accuracy:
- Password
- Confirm Password
The idea is well-intended — to prevent typos — but in practice, it introduces friction:
- Users often mistype the confirmation
- They don’t know which field has the mistake
- It breaks their flow and causes frustration
Formisimo’s team realized this step was creating unnecessary drop-off.
So they replaced the “Confirm Password” field with a “Show Password” checkbox — giving users the option to simply view what they typed the first time.
No second field. No redundancy. Just better usability.
📈 Why It Worked
🧠 1. Reduced Cognitive Load
Typing a password once — and seeing it — is mentally easier than typing it twice blindly.
💡 2. Increased Confidence
Letting users see their input reassures them that their password is correct. No more mystery typos.
🚫 3. Removed a Common Frustration Point
“Confirm password” fields are often a source of abandonment — especially on mobile where retyping is tedious.
This one change removed a roadblock and smoothed the entire sign-up experience.
🔬 What You Can Learn From This
- Small UX changes can lead to massive conversion lifts.
- Always test your assumptions — what’s common practice (like confirm-password fields) might actually be hurting your flow.
- Form analytics tools like Formisimo, Hotjar, or FullStory can uncover where users struggle and drop off.
✅ Final Takeaway
Want more sign-ups? Make the process easier, not longer.
By simply removing an unnecessary step and giving users more control, Formisimo boosted conversions by over 56%.
If your form has friction — even small, “standard” bits — test changing or removing them. Your users will thank you… and so will your metrics.