A/B Testing Idea #86 - Prioritise, whenever possible, single-column forms

Tactic_Prioritise, whenever possible, single-column forms


People like to process things quickly and easily, and will be put off by anything that complicates this cognitive fluency.

Using single column forms not only makes them look cleaner and easier to navigate, but it is a more familiar and predictable format for completing something - running smoothly from top to bottom. This will help ensure that your site visitors are encouraged to complete the form.


  • Processing Efficacy (Jacoby & Dallas, 1981)

The Research

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

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