# Fewer fields on doctor sign-up form: +30% new doctor sign-ups

- Outcome: Won
- Page type: Signup page (SaaS)
- Elements: Form fields
- Date shared: 2015-04
- Test run by: [Kareo Marketing](https://liftarchive.com/practitioners/kareo-marketing/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://unbounce.com/customer-case-study/kareo-marketing/
- Page: https://liftarchive.com/test/kareo-doctorbase-fewer-signup-fields/

DoctorBase, now part of Kareo Marketing, removed unnecessary fields from its doctor sign-up form and got 30% more new doctors. The Kareo Marketing team, under founder John Sung Kim, ran the A/B tests in Unbounce, and the results were published as an Unbounce customer story. The company estimated the change added about $1.56M in yearly revenue.

## Result

**+30% new doctor sign-ups**

- New doctor sign-ups: +30%.
- The company estimated about $1.56M in added yearly revenue and a 40% rise in marketing ROI from this test. These are its own estimates.
- Each doctor brings an average of about 2,000 patients, so each extra doctor sign-up adds a lot of usage.

## Control

The doctor sign-up form asked for several fields the team later judged unnecessary.

## Variant

The same form with those unnecessary fields removed. The source does not list which fields were cut.

## Why it likely won (our reading)

- Every extra field is more work and another reason to quit. Busy doctors likely have little patience for a long form.
- Asking only for what is needed at sign-up makes the first step feel quick, and the rest can be collected later.
- Fewer questions also means fewer privacy worries, which matter in healthcare.

## Caveats

The win came after 'a few' A/B tests, and the fields removed are not named. No sample size, duration or significance was shared, and the data is from around 2015.

## How to run this test

- Hypothesis: If we remove sign-up fields we don't need right away, then more prospects will finish signing up because the form takes less effort.
- Primary metric: Completed sign-ups
- Guardrail: Activation rate after sign-up
- Guardrail: Lead or account quality
- Guardrail: Sales follow-up success rate
- Who should test it: SaaS products with multi-field sign-up forms, especially for busy professional users. Be careful if sales relies on those fields to qualify or route accounts; collect them later instead.

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Credit: Kareo Marketing ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/kareo-doctorbase-fewer-signup-fields/).
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.