Cutting 3 fields from a 17-field registration form: +11% sign-ups
Commentary byLiftArchiveOur analysis, not theirsBliVakker.no removed three fields from the 17-field registration step in its checkout, and form submissions rose 11%.
The beauty retailer ran the test itself. The story first appeared on Tribes.no and was later published as a VWO case study.
- Form submissions: +11% for the light version versus the original.
- Ultra-light version: the source says removing too much was not optimal, which suggests it did worse. Its numbers are only shown in an image.
- The team planned to simplify more of the purchase flow based on this result.
The change
The light form drops account number and both phone fields.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The registration step in the purchase process had 17 form fields.
Variant
A light version dropped three fields: account number, phone number and evening phone number. A third, ultra-light version cut even more fields and some navigation.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Every field is a small task, and fields like an account number feel intrusive at sign-up.
- Asking for two phone numbers adds effort without a clear reason for the shopper.
- Going too far may have removed fields or links that people expected, which made the ultra-light form feel less trustworthy.
Caveats: No sample size, duration or confidence level was shared, and the detailed numbers appear only in an image. The site had about 20,000 visits a day at the time.
Who ran it
BliVakker.no ran this test for BliVakker.no and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on BliVakker.no →
How to run this test on your store
- Hypothesis
- If we remove fields we don't need from our registration form, then more shoppers will complete it because there is less to fill in.
- Primary metric
- Registration form submission rate
- Guardrails
- Completed orders
- Delivery or contact failures from missing data
- Customer service contacts
- Who should test it
- Stores that force account creation or long sign-up forms during checkout. If your form is already short or you offer guest checkout, gains will be smaller.
Questions
How many form fields should a checkout have?
As few as you truly need. BliVakker.no got 11% more submissions by cutting 3 of 17 fields.
Can you remove too many fields?
Apparently, yes. BliVakker.no's most stripped-down version did worse than the light one, so test cuts in steps.
Which fields are safest to remove?
Start with ones the shopper doesn't see a reason for, like extra phone numbers or account details you can collect later.
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