<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1657797781133784&amp;ev=PageView&amp;noscript=1">

Where Marketers Go to Grow

Search HubSpot's Blogs

Start typing...

Press return/enter to start your search

October 11, 2010 // 3:00 PM

Which Types of Form Fields Lower Landing Page Conversions?

Written by | @


The goal of landing pages is to collect information from visitors to allow them to be potentially converted into a customer. Naturally as marketers or sales people, we want to ask for lots of information from visitors. Users on the other hand want to spend as little time as possible filling out the landing page to get access to the offer they're trying to get.

Start generating more conversions from your landing pages today with HubSpot's free tool, Leadin.

Thus, the number of fields on a landing page is a balancing act between user experience and business needs. Analyzing over 40,000 landing pages from our customers, I first looked at how conversion rate changes as the number of fields on a landing page increases.

fields resized 600

I found that as the number of form fields increases, conversion rates decrease slightly, but not as steeply as I expected. I then looked at specific types of form fields, starting first with simple, one-line text fields.

texts resized 600

Again, to my surprise, I found that there is very little decrease in conversion rate as the number of single line text fields increases. I then turned my attention to more sophisticated fields, first multi-line text entry "textareas."

textareas resized 600

Here I found that multiple textareas have a powerful depressing effect on conversion rates. Finally I analyzed drop-down select boxes.

selects resized 600

Again, here I found that the presence of multiple drop down fields on a landing page tends to be associated with lower conversion rates.

The takeaway here is you should use as few form fields as you can on your landing pages and be especially cautious with more sophisticated textareas and select boxes.

Get Leadin: Free Lead Generation Tool

Subscribe to HubSpot's Marketing Blog

Join 300,000+ fellow marketers! Get HubSpot's latest marketing articles straight to your inbox. Enter your email address below:


Sorry we missed you! We close comments for older posts, but we still want to hear from you. Tweet us @HubSpot to continue the discussion.

subscribe to hubspot's marketing blog

Join 300,000 Fellow Marketers

Get expert marketing tips straight to your inbox, and become a better marketer. Subscribe to the Marketing Blog below.