Forget for a moment that haven’t posted to this blog for nearly four months. Forget that I have a post that is clearly labeled ‘part one’ and starts a conversation and never finishes. At this point, I’m not even going to offer excuses, regardless of how valid they are. Let’s just dive into something groovy, k?
A couple of days ago this started popping up everywhere and got a lot of people excited- me included. Put simply, Luke Wroblewski (author of one of the only books out there about creating good online form design- Web Form Design: Filling in the Blanks) with a little help from Ron Kurti and Vast.com did a little A/B testing with the following two form designs:
The result?
In Vast.com’s testing, Mad Libs style forms increased conversion across the board by 25-40%.
That’s pretty damn amazing. Obviously, this isn’t an approach that we can just rubberstamp across every web form from here to eternity, but it’s nice to have a case study for when the opportunity presents itself. I’m considering a few tests of my own.
