Truckers Report ran an eye-opening experiment to optimize their sign-up process, and the results might just blow your mind. They compared two variations of a simple, one-page sign-up form:
Form 1: The Basic Option
This form was straightforward, only asking for one thing: an email address. Quick and simple, right?
Form 2: The Detailed Option
This form required a bit more effort:
- Pick a job from a dropdown menu.
- Choose your state from a list.
- Select your driving experience level.
- Finally, type in your email.
At first glance, Form 2 seems like a hassle—more steps, more effort. You’d think it might scare people off. But here’s the kicker: Form 2 outperformed Form 1 by an impressive 31%. 🤯 That’s right—the longer form with more fields generated significantly more sign-ups.
Why Did This Happen?
It’s all about human psychology, specifically the principle of commitment and consistency, introduced by Robert Cialdini, the legendary author of Influence: The Psychology of Persuasion. Here’s how it works:
- Ease Into It
Form 2 starts with easy, low-effort tasks like dropdown menus and checkboxes. People love quick wins—they’re engaging and don’t require much thought. This makes them more likely to start the process. - Momentum Builds Commitment
By the time users get to the “harder” part—entering their email—they’ve already invested time and effort. At this point, they’re thinking, “I’ve already filled out most of it, might as well finish.” It’s a subtle psychological nudge that keeps them moving forward. - Consistency Seals the Deal
Once people commit to starting something, they’re more likely to see it through. Completing the form aligns with their desire to remain consistent in their actions.
What’s the Lesson Here?
Sometimes, less isn’t more. While it might seem counterintuitive, adding a few low-friction steps upfront can actually boost conversions. It’s about creating a sense of progress and using psychology to guide users toward the finish line.
Takeaway for Your Business
Don’t shy away from asking for additional information—just make sure to structure your form strategically. Start with easy, engaging steps to draw people in, and build up to the bigger asks. This approach can work wonders in sign-up forms, surveys, and any process where user commitment matters.
Smart? You bet. 😏
Source: conversionxl.com