Redesigned trial sign-up form: 34.3% to 37.5% conversion (+9.3%)
Commentary byLiftArchiveOur analysis, not theirsA redesigned free trial sign-up form lifted conversion on Teamleader's Belgian site from 34.3% to 37.5%, a 9.3% relative gain.
Teamleader ran the test itself, published as a VWO case study.
The CTA, font size, form fields and required-field markers all changed together, so the result can't be credited to any one of them.
- Sign-up conversion rose from 34.3% to 37.5%, about +9.3% relative.
- The case study doesn't give the new CTA text or which fields were changed.
- Sample size, duration and confidence were not shared.
The change
Form fields, font size, required markers and CTA changed together
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original free trial sign-up form on Teamleader's Belgian site.
Variant
A new version of the form with a changed CTA, a different font size and a different number of fields. Asterisks were added to mark mandatory fields.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Changing the number of fields likely made the form feel quicker to fill in.
- Marking mandatory fields tells people what they can skip.
- A new CTA and font size may have made the form easier to read and act on, but their share of the lift isn't known.
Caveats: Bundled test: several form changes shipped at once. Sample size, duration and confidence were not shared.
Who ran it
Teamleader ran this test 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 Teamleader →
How to run this test on your site
- Hypothesis
- If we simplify our trial sign-up form's fields, clarify which are required and sharpen the CTA, then more visitors will finish signing up because the form feels faster and clearer.
- Primary metric
- Trial sign-up completions
- Guardrails
- Trial activation rate
- Lead data completeness for sales
- Trial-to-paid conversion
- Who should test it
- SaaS teams with a multi-field trial form. Test changes one at a time if you want to learn which one matters. Gains will be smaller if your form is already short.
Questions
Do fewer form fields increase SaaS sign-ups?
Often, but in this test field changes were bundled with a new CTA and font size.
Together they lifted conversion from 34.3% to 37.5%.
Should I mark required fields with asterisks?
Teamleader added asterisks here as part of a winning bundle.
Other teams have done well marking optional fields instead, so test what suits your form.
How do I know which form change worked?
You can't from a bundled test. Run follow-up tests that change one thing at a time.