Making new forms can cause anxiety for some new form builders who wonder if they’re making the best form possible. The right questions, the right fonts, the right colors — all can affect the success of the survey or number of submissions. A/B testing lets form owners track the success of changes to the form or survey.
A/B testing means having two or more versions of the form with small differences intended to affect the completion rate. Examples of tests for form differences include:
- Headline changes
- Number of items per page
- Required personal information
- Images and creative layout
- Fonts, field size, button color, etc.
The first step is to identify the goals for the form. Examples:
- Get more overall form submissions (higher number)
- Increase the number of completed submissions (higher percentage)
- Faster submissions
- Higher rating
- More information
After identifying the goal, the next step is to make a list of items that may achieve the goal. Changes in the text, style, and layout are the most commonly-tested changes.
Step 1: Create the first version of the form and collect some results.
Step 2: Make a copy of the form and apply any changes.
Step 3: Direct visitors from form 1 to form 2, collect results.
Step 4: Compare results.
To redirect form visitors from form 1 to form 2, the easiest way is to change the forms’ links:
- Go to the Share page for form 1
- Note the ‘form directory’ value and change to something different
- Go to the Share page for form 2
- Edit the ‘form directory’ value to match the original value from form 1
A/B Test with Google
Using Google Analytics to manage the A/B test is easy. See our article about adding Google Analytics tracking to forms, then see their steps for testing at https://support.google.com/optimize/answer/6211930