How does signup/registration form length impact conversion?

I'm looking for stats on how user conversion varies by the number of form fields. I know this depends on content type, etc. but are there any data for this general question?
1 CommentPostWiki
 

12 Answers

Joshua Porter, I love product design, UX @ HubSpot
51 votes by Jeff Heuer, Jacopo Gio, Ed Everett, (more)
Form length is definitely important (as is the *perception* of form length), and you should make your forms as short as possible, but there are three big variables that are more important than length.

The most important variable is motivation. People who are motivated are extremely likely to fill out a form...that's the first and best place to start when designing forms. (it's likely that motivation happens before the form is even seen...so creating a motivating onramp to the form becomes critical)

The second one is reducing friction in ways other than length. This is where copywriting is so crucial. I'm a huge proponent of microcopy, or small bits of copy that get people over hurdles to sign-up and other processes. For example, telling people who are about to buy that they don't have to create an account when using Paypal is a huge one...for many years you did in fact need to create an account. I've written more about that here: http://bokardo.com/archives/writ...

Third, the information you ask for is crucial. The fields on your form have to make sense to a user who is filling it out. For example, most forms fail because the people who made it require inappropriate information, such as your telephone number when all you want to do is purchase, or your credit card information when all you want is to make a free download. In other words, not all form fields are created equal. They have to seem appropriate for the task.

Finally, it should be noted how important brand is to filling out forms. People are wary of filling out a form for a brand/company/product they aren't familiar with, but every day Google/Amazon/Apple/eBay get millions of people to fill out forms that are much longer and more involved than necessary. These companies have built up trust over time and so have a much easier time getting people to fill them out.
1+ CommentsPostDec 10, 2010
Joshua Porter
Jason Putorti, Developed for the web since 1995
15 votes by Sarah Hodges, Ramit Sethi, Hsu Ken Ooi, (more)
You can't look at this measure by itself. If the user is motivated ... (more)
1+ CommentsPostNov 30, 2010
Jason Putorti
check out "Designing for Sign Up" - http://www.slideshare.net/bokar... (more)
1+ CommentsPostDec 9, 2010
Marin Dimitrov
Well, as far as I'm concerned, I'm working for an online mortgage w... (more)
CommentPostJan 13, 2011
Patrice Thiriez
Kent Brewster, hacker, writer, dad
3 votes by Steve Wilhelm, Brandon Smietana, and Anon User
Each field in a Web form cuts the chance that the user will complet... (more)
4+ CommentsPostDec 1, 2010
Kent Brewster
Lengthy order forms are big turn-off and hence the best practice he... (more)
CommentPostApr 12, 2011
Mukul Gupta
Chris Korhonen, Experience optimizing landing pages a...
As long as a form does not feel overly long, and you are clear and ... (more)
CommentPostDec 29, 2010
Chris Korhonen
Rob Leathern, Optimized conversion for world's top ...
Sometimes a longer form leads both to more conversions, and better-... (more)
CommentPostDec 29, 2010
Rob Leathern
Brandon Webber, Writer & Strategist
1 vote by Kyle Fox
Metrics will most likely tell you what you know already: the longer... (more)
CommentPostDec 1, 2010
Brandon Webber
Pete Mauro, UX hack when called upon
This is 100% dependent upon the perceived reputation of the company... (more)
CommentPostDec 9, 2010
Pete Mauro
Kate O'Neill, Hard-core data geek.
1 vote by Mark Gamtcheff
There are a lot of great responses already, but just to add this co... (more)
CommentPostJan 14, 2011
Kate O'Neill
Pawel Janiak, "If you can't measure it, you can't m...
I don't have stats for average figures, but if you'd like to measur... (more)
2 CommentsPostNov 30, 2010
Pawel Janiak
 
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