Improving the registration form to increase conversion rates by almost 19%

van Burggen adviesgroep is a consulting service offering free consultations, wanted to increase sign-ups by improving their registration form. The original form had a high drop-off rate due to its complexity and length.

Goal

The goal was to simplify the form and increase conversions by making the sign-up process quicker and easier for users, while still collecting essential information for the consultation.

Scope and Approach

1. Simplified the form: We reduced the number of fields, keeping only the essentials like name, email, and phone number, and made non-essential fields optional.
2. Visual hierarchy: We highlighted the main call to action with clearer design and contrasting colors.
3. A/B Testing: We tested the new design against the old form to validate its effectiveness and refine the user experience.
4. Removed distractions: Unnecessary footer links and elements were removed to keep the user focused on the sign-up.‍

Outcome

As a result of the implemented changes and optimizations, the conversion rate increased by 18.98%. With a confidence level of 95.66%, we can confidently attribute this improvement to the adjustments made in the form design. The streamlined process not only resulted in higher conversions but also improved user satisfaction, as the form was simpler, faster, and less overwhelming.