Do Optional Form Fields Help (or Hurt) Conversion?

TL;DR

Optional form fields can improve conversion by reducing perceived friction and user anxiety, especially for high-cost requests such as phone numbers or sensitive information. One case study reported a 275% improvement after changing a phone number field from required to optional, though lead quality may decline as quantity rises. Read on for practical ways to balance completion rates, lead volume, and qualification.

Transcript

good afternoon welcome to another marketing experiments web Clinic uh I do have some bad news to give you right at the outset the bad news is this you're hearing my voice instead of Dr Flint mcgloin's voice uh unfortunately Dr mcglauflin was caught in a snowstorm in New York he won't be able to make it today uh he was really hoping to get to presen... Read More

Key Insights

• 🏑 Making a form field optional can result in substantial increases in conversion rates, as one case study showed a 275% improvement by changing a phone number field from required to optional.
• 💁 User anxiety is a significant contributor to form abandonment; addressing it directly through the design and labeling of form fields is crucial.
• 🏑 Not all form fields carry the same level of perceived cost; low-cost fields, like names, can be treated differently than high-cost fields, such as phone numbers or sensitive information.
• 👤 A well-organized form can reduce friction; even rearranging fields to better align with user thought processes can have a positive impact on user experience and conversion.
• 🥺 Testing different combinations of required and optional fields can help identify the sweet spot for maximizing both lead quantity and quality.
• ☠️ Communicating value throughout the form process, such as through reassuring language and clear expectations, can significantly enhance user engagement and conversion rates.
• 🏑 The effectiveness of the form is not solely determined by the number of fields, but by strategically selecting which fields to make optional based on their perceived difficulty or importance.

Questions & Answers

Q: Do optional form fields help or hurt conversion?

Optional form fields can help conversion by reducing perceived friction and anxiety. The effect depends on which fields are optional, because users perceive requests such as phone numbers as more costly than names.

Q: How much can making a phone number field optional improve conversion?

One case study reported a 275% improvement after changing the phone number field from required to optional. The example shows that changing a high-friction field can produce a substantial conversion gain.

Q: Why do required form fields cause users to abandon forms?

Required fields can create anxiety when users believe the requested information costs too much effort, time, or privacy. If that perceived cost exceeds the expected value, users may hesitate or abandon the form.

Q: Do red asterisks next to required fields hurt conversion?

The webinar identifies red asterisks as a possible source of user anxiety and asks whether they hurt conversion. Its broader guidance is to test required-field indicators and field combinations rather than assume every field affects users equally.

Q: Which form fields should be optional?

Fields with a high perceived cost, such as phone numbers or sensitive information, are strong candidates for testing as optional. Essential qualifying information may remain required when it directly supports lead quality.

Q: Can optional form fields reduce lead quality?

Yes. Making fields optional may increase lead quantity while decreasing the amount of qualifying information collected, which can reduce lead quality. Marketers should test combinations of required and optional fields to find an appropriate balance.

Q: What is the two-dial method for optimizing forms?

The two-dial method uses a two-step form to balance lead quantity and quality. The first page collects minimal information such as name and email, while the second page asks for more detailed qualifying information.

Q: How can marketers improve form conversion without removing fields?

Marketers can make selected fields optional, reorganize fields around the user's thought process, and explain why high-friction information is needed. Reassuring language, privacy information, security seals, clear value, and accurate error messages can also reduce anxiety.

Summary & Key Takeaways

• Definition: Optional fields let users submit a form without providing every requested detail.

• Number: One case study reported a 275% improvement after making a phone number field optional.

• Compare: Names are presented as lower-cost requests than phone numbers or sensitive information.

• Definition: Perceived cost includes the effort and time users associate with completing a field.

• Step 1: Collect minimal information, such as name and email, on the first page.

• Step 2: Request more detailed qualifying information on the second page.

• Compare: Optional fields may increase lead quantity while reducing the qualifying information available for lead quality.

• Tool: Test different combinations of required and optional fields to identify the best balance.

• Tool: Reorganize fields to align with the user's thought process and reduce friction.

• Tool: Use reassuring language, privacy information, security seals, clear value, and accurate error messages.