Landing page testing

Form testing: fewer fields win

Field complexity drives abandonment

More fields means more friction. Each field is a reason to quit. Studies show form abandonment increases with each additional field. One field has near zero abandonment. Five fields have thirty percent abandonment. Ten fields have fifty percent abandonment.

Start with minimum viable form. Only fields you absolutely need. Test removing fields before adding them.

Which fields to test removing

Remove optional fields first. Phone number when you only need email. Website URL when irrelevant. Postal code when country is enough.

Remove fields that duplicate information you have elsewhere. If you know email domain, do not ask for company. If form is at checkout, do not ask for phone when you have order.

Test removing one field at a time. If removing phone increases submissions by five percent, keep it removed. Test removing next field.

Field order matters

Visitors see form top to bottom. Harder fields at top cause early abandonment. Put easy fields first. Email before company. Name before phone.

Conditional fields test well. "Do you have a company?" If yes, show company field. If no, skip it. Reduces form length and increases completion.

Form field type testing

Dropdowns versus text fields

Dropdowns for known options. Country list. State list. Known categories.

Text fields for open-ended. Name. Email. Custom input.

Test showing options. Dropdown with fifty countries versus single text field with "Enter country." Dropdown is faster for users if list is short. Text field is faster if list is long.

Single field versus multi-step forms

Single long form feels overwhelming. Shows all fields at once.

Multi-step form shows three fields per step. Feels shorter. Feels less intimidating. Visitors more likely to finish.

Test single five-field form versus three-step form with two, two, one field. Multi-step usually wins for completion but costs step abandonment. Measure full completion, not step completion.

Placeholder text versus labels

Placeholder text inside field. When visitor types, placeholder disappears. Field looks empty.

Label above field. Stays visible. Visitor always knows what field is.

Test placeholder only versus label above. Labels win for completion. Placeholder only confuses visitors on fields they skip.

Testing page layout and visual hierarchy

Above the fold positioning

Above fold is the part visitors see without scrolling. Moving key content above fold increases engagement.

Test moving call-to-action button above fold versus middle of page. Test moving main headline higher. Test moving form to top of page.

Visitors who see CTA without scrolling are more likely to click. Visitors who must scroll pass many leave before reaching button.

Content reordering and flow

Typical page flow: headline, subheading, problem, solution, features, CTA, form.

Alternative: headline, form, proof, more features, CTA.

Test showing form before proof versus after proof. B2B form earlier usually works. B2C needs more proof first. Test with your audience.

Test image position. Hero image above headline versus to the side. Tests show side-by-side sometimes wins. Depends on image quality and headline strength.

Visual design elements

Button color impacts clicks. Red button versus blue button versus green button. Test against current.

Whitespace impacts readability. Crowded page versus spacious page. Spacious usually wins for premium products. Crowded wins for discount and urgency.

Test text alignment. Centered text feels formal. Left-aligned text feels natural and readable.

Social proof positioning testing

Testimonial placement

Testimonial above fold versus below fold. Testimonials create trust. Putting testimonials before form increases form completion.

Test testimonials next to form versus testimonials on different section. Proximity to CTA matters.

Trust indicators

Test showing customer logos. Test showing review count. Test showing award badges. Test showing money-back guarantee statement.

Each adds credibility. Test position: above CTA increases trust before commitment. Below CTA reassures after they commit.

Mobile-specific form and layout testing

Mobile form length

Mobile users are impatient. Long forms on mobile get twenty percent less completion than on desktop.

Test more aggressive field removal on mobile. Desktop five fields. Mobile three fields. Test conditionally hiding fields on mobile.

Mobile input types

Number field opens number keyboard. Email field opens email keyboard. Phone field opens number keyboard with plus.

Test correct input types. Wrong type makes typing harder. Right type makes typing faster.

Mobile layout direction

Desktop: left column headline and form. Right column image.

Mobile: headline, image, form. Vertical stack. Stacking order matters. Test image before form versus form before image.

Frequently asked questions