Separating contact information into multiple screens: Houzz's A/B test

The bottom line

Houzz split its contact form into three screens, one each for name, email and phone number, and conversion rose by more than 15%. Breaking up data entry can beat a shorter form, even when it costs more clicks.

Key takeaways

• Splitting contact information across three screens raised conversion by more than 15%. Each screen asks for only one thing.
  • The screens cover name, email and phone number, one per screen.
• The new design trades more clicks for less mental effort. Lower cognitive load was the aim of the change.
  • Completing the form takes more clicks than before.
• The test belongs to the onboarding category. It targets the first step where users hand over their details.

The test and its result

Houzz replaced a single contact form with three single-field screens and saw conversion climb by over 15%.

• The new design shows name, email and phone number on separate screens.
  • Each piece of information gets its own screen.
  • The test was run in the Houzz app during onboarding.
• The goal was to reduce cognitive load by breaking down the entry process.
  • The design accepts an increase in clicks to get there.
• The result was a conversion rate increase of more than 15%.
  • More users completed the flow despite the extra steps.
  • The test was first written up by Insider Growth HQ in a piece on three experiments to boost conversion.