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Found out the average person quits a signup form after 3 fields, so I cut mine to 2 and watched what happened
I run a small gym in Boise and last year I built a little landing page to get people into a free trial week. My form asked for name, email, phone, birthday, and goal, which felt normal to me. Then a guy I train who does web stuff for a bank showed me a stat from a Baymard Institute study saying something like 3 fields is where most people bail on a signup. I honestly did not believe it, so I pulled my own numbers from 4 months of the old form. Out of 212 people who hit the page, 38 finished it, which is 18 percent. I cut it down to just name and email, and over the next 6 weeks I got 71 signups from 190 visitors, which is 37 percent. Same page, same ad, nothing else touched. The part that surprised me was nobody ever complained the old form was too long, they just quietly left. If you run any kind of form for your business, go look at how many empty fields you are asking for and count how many people never make it to the button. What is the shortest form you have gotten away with before people still felt like they signed up for something real?
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