# Removing 2 sign-up form fields: no lift, trended slightly worse

- Outcome: Flat / inconclusive
- Page type: Signup page (SaaS)
- Elements: Form fields
- Test run by: [GrowthRock](https://liftarchive.com/practitioners/growthrock/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://growthrock.co/checkout-form-optimization-try-asking-for-zip-code-first/
- Page: https://liftarchive.com/test/gap-growthrock-saas-form-fields-removed-flat/

Removing two optional-looking questions from a SaaS sign-up form made no difference to conversions, and if anything the shorter form trended slightly worse. GrowthRock ran this A/B test for a SaaS client and mentioned it in a post on its blog. The test reached only about 100 conversions per variation, so it can't rule out a small effect either way.

## Result

**no lift, trended slightly worse**

- Form conversions: no difference between the versions.
- The shorter form trended slightly worse, but not by a clear margin. Treat this as flat.
- Sample: about 100 conversions per variation. Exact rates, visitors and duration were not shared.

## Control

The sign-up form included the fields 'How did you hear about us?' and 'What industry are you in?'.

## Variant

The same sign-up form with those two fields removed.

## Why it likely came out this way (our reading)

- Two quick questions may add little effort compared with the decision to sign up in the first place.
- Questions about industry can make a form feel tailored, which may offset the extra effort.
- With about 100 conversions per side, only a large change would have shown up clearly.

## Caveats

Small sample of about 100 conversions per variation, mentioned briefly in a checkout article with few details. The post dates from around 2016.

## How to run this test

- Hypothesis: If we remove non-essential fields such as attribution and industry from our sign-up form, then more visitors will complete it because there is less to fill in.
- Primary metric: Sign-up form completion rate
- Guardrail: Activation rate of new sign-ups
- Guardrail: Lead quality or sales-qualified rate
- Guardrail: Quality of attribution data
- Who should test it: SaaS teams with long sign-up forms and enough traffic to reach a few hundred conversions per variation. If your form is already short, or sales relies on those fields, expect little gain and real cost.

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Credit: GrowthRock ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gap-growthrock-saas-form-fields-removed-flat/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.