Adding a phone number to the lead generation form

Monatate
Consultancy, Lead generation
Landingpage
Remove steps, Usability
June 2013
-34%
signups
Control and variation

-34%

A
B
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.