Imagine you’re a doctor, and your patient insists on taking the same medicine as their neighbor because it worked wonders for them. You’d probably raise an eyebrow and ask for a more personalized approach, right? The same logic applies to conversion rate optimization (CRO). Just because a certain practice is widely considered a “best practice” doesn’t mean it’s the best fit for every situation. And when it comes to form design, the age-old debate between one- and two-column forms is a perfect example.
One-Column Forms: The Conventional Wisdom
For years, the prevailing belief in the CRO community has been that one-column forms are superior to their two-column counterparts. The argument goes that one-column forms are less cluttered, easier to read, and therefore more likely to convert. However, as we’ll see, this assumption may not always hold true.
Two-Column Forms: Challenging the Norm
In a surprising twist, a recent experiment conducted by HubSpot challenged the conventional wisdom. They tested a two-column form against a one-column form on a high-traffic landing page, and the results were eye-opening. The two-column form converted 22% better than the one-column form, with a 99% confidence level. How could this be?
The Power of User Experience
The key to understanding this unexpected outcome lies in user experience. In the HubSpot experiment, the form contained 13 fields, making it relatively long. When presented in a one-column format, this length could have appeared daunting to users, leading to higher abandonment rates. However, when the same form was presented in a two-column format, it appeared more user-friendly and less overwhelming.
The Hybrid Approach: The Best of Both Worlds
Based on the success of the two-column form, HubSpot later implemented a hybrid form that combined elements of both one- and two-column designs. This hybrid form retained the benefits of the two-column layout while addressing some of the potential drawbacks, such as increased width. The result was a form that maximized user experience and conversion rates.
The Importance of Testing
The HubSpot experiment is a powerful reminder of the importance of testing in CRO. There is no one-size-fits-all approach, and what works for one website or audience may not work for another. That’s why it’s crucial to test different approaches and tailor your CRO strategies to the specific needs of your website and target audience.
Bonus: Remember, the goal of CRO is to make your forms as user-friendly and efficient as possible. If a two-column form provides a better user experience and leads to higher conversion rates, don’t hesitate to challenge the “best practices” and embrace the two-column revolution.
As the legendary marketing guru Jay Baer once said, “Marketing is not about being right. It’s about being effective.”
Frequently Asked Questions:
Is it always better to use a two-column form?
No, the best approach depends on the specific website, audience, and form length. Testing is crucial to determine the optimal layout for your situation.
What are the benefits of using a two-column form?
Two-column forms can improve user experience by making long forms appear less daunting and reducing abandonment rates.
How can I create a hybrid form?
A hybrid form combines elements of both one- and two-column designs. Experiment with different layouts and test to find the combination that works best for your audience.
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