Monatate is personalisation software company based in the US. They wanted to improve the number of signups for their newsletter / quaterly magazine.
Hypothesis
Adding the compulsory telephone field – to improve the lead quality – reduces the number of signups
Results
The number of signups dropped by 34%.
Learnings
A drop in conversion was expected – but the effect was rather large. The additional information does not warrant a drop in volume of this size.
