Case Study: QualitySmith achieves an 8.75% increase in form completion with SiteSpect

QualitySmith Optimizes Customer Information Collection to Increase Order Completion Rates

QualitySmith, a free service that matches homeowners with local contractors, faced a common e-commerce dilemma: how much customer information to request on its estimate request form without deterring completions. They needed to know whether asking for address details would reduce form completion rates or help match customers with the right contractors.

Using SiteSpect’s multivariate testing and professional services, QualitySmith tested three form variants (required address, optional address, and no address). The optional-address version increased form completions by 8.75% and 69.6% of visitors provided their address when it was optional, so QualitySmith rolled out the optional field and will continue optimizing the site.

QualitySmith

Jane Buck

Vice President of Marketing