Shorter Form Bumps Up Overall Website Conversion Rate

Paid Media | B2C
gavel in a court room

A local MN law firm was trying to find a very niche audience. The contact form on their site required users to submit very personal information, which may have been hindering form submissions. Augurian’s Paid Media team ran a CRO test where 50% of traffic went to the form where you had to submit your address, the remaining 50% went to a form without that field and saw significant improvement when the form was shortened.

  • Conversion rates increased by 19%
  • Consistent $200 decrease in Cost/Lead over the next few years


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