Many online businesses wrestle with optimizing customer registration forms on their web sites. Given that every additional field can depress registration rates, how much information is enough and how much is too much? That was the conundrum facing this home services company that provides estimate appointments with local home improvement contractors.


With SiteSpect's multivariate testing solution combined with its professional services, this brand was able to test multiple variations of the address collection form to determine which information collection approach was optimal, leading to an increase in form completion rates of 8.75%.


  • Increase in form completion rates by 8.75%
  • Optional address field lead to 69.9% completion rate