Really? I thought the shorter the better? This is what marketers have been taught since day one. Make your forms short, eliminate unnecessary fluff, only collect the bare minimum of information needed. This might still remain true, but when it comes down to shorter forms Oli’s found that landing pages with two form fields perform better than one. With that said, invest some time into A/B testing because this isn’t always the case.
CRO Consultant and soon to be Senior Conversion Optimizer at Unbounce, Michael Aagaard, stressed the importance of the form. “Think of your form as a landing page within a landing page,” he says.