We at Two Tribes are big believers in analytics –  ’show me the numbers’ – since the numbers don’t lie. A case in point was a redesign of a download form leading to a 50% increase in downloads.

The client had setup a form to be filled in prior to download with fields including: name, company, phone number and email address. The first step was to analyze the current forms effectiveness. We used clicktale – a really impressive analytics tool, which goes way beyond google analytics, including recording users behavior. Definitely give it a spin.

Using click tale’s form analytics we were able to identify that most users were getting stuck on the phone number field so after some discussion we decided to remove the field all together.

Next we setup A/B testing to compare a form with only email vs a form with name and email. Again real data led the way, with the email only form having a clear advantage of 12% increase in downloads.

All in all the download form went from 64% conversions to download to a whopping 95% conversions – a 50% increase!

We would love to hear about your forms conversion rates – let us know in the comments.