Monatate is personalisation software company based in the US. They wanted to improve the number of signups for their newsletter / quaterly magazine.
Adding the compulsory telephone field – to improve the lead quality – reduces the number of signups
The number of signups dropped by 34%.
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.
| Test date
Consultancy, Lead generation