# Sign-up form moved off the landing page to its own step: +60% sign-ups

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Form, Funnel steps
- Test run by: [Vendio](https://liftarchive.com/practitioners/vendio/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/vendio/
- Page: https://liftarchive.com/test/vendio-landing-page-remove-embedded-form/

Taking the registration fields off a landing page and sending visitors to a separate sign-up page lifted sign-ups by 60%. Vendio, an ecommerce store platform owned by Alibaba.com, ran this test on a free-store sign-up page, and it was published as a VWO case study. The new page also had slightly different styling.

## Result

**+60% sign-ups**

- Sign-ups: +60% versus the page with the embedded form.
- The variant added an extra step to the funnel and still won.
- Sample size, test length and confidence level were not shared.

## Control

The landing page showed marketing content with the registration fields built into the page, so visitors could sign up without a second click.

## Variant

The page kept similar images and copy but had no form fields. A 'Signup Now' button took visitors to a separate page with the sign-up form.

## Why it likely won (our reading)

- A wall of form fields can feel like a big ask before a visitor has decided they want the product.
- Clicking a single button is a small first step, and people who click are more committed when they reach the form.
- Without the fields, the page had more room to explain the offer clearly.
- 'fewer clicks' is not the same as 'less effort' if the first screen looks like work.

## Caveats

The variant also had slightly different styling, so not all of the lift can be credited to removing the form. No sample size or duration was shared.

## How to run this test

- Hypothesis: If we replace the embedded sign-up form on our landing page with one clear button to a separate sign-up page, then more visitors will start and finish sign-up because the first step will feel lighter.
- Primary metric: Completed sign-ups
- Guardrail: Button click-through rate
- Guardrail: Drop-off on the separate form page
- Guardrail: Activation rate of new accounts
- Who should test it: SaaS and platform products with landing pages that put a long form above the fold. It is less likely to help if your form is just an email field, where an inline form is already low effort.

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Credit: Vendio ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/vendio-landing-page-remove-embedded-form/).
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.