Adding a Why We Ask Note Beside a Form Field A/B Test

Valid completion rate for the selected field

Compare valid values entered in the selected field per eligible assigned form visitor.

• Form completion rateCompare overall valid form submissions.
• Qualified opportunity rateCompare qualified opportunities per assigned form visitor over the same follow-up period.
• Average form completion timeMeasure time among form starters and report non-completions separately.
• Selected-field omission rateCompare eligible assigned form visitors who leave the selected field blank.

• ExplanationAdd one short statement that explains the actual reason for asking the selected field.
• ScopeKeep other fields and help text unchanged.
• CopyFix the explanation before launch; testing a different example or tone is a separate comparison.
• PlacementPlace the note beside the field; a tooltip is a different interaction.
• AudienceReview predefined industry groups.

1. 1Do not change whether the field is required while adding its explanation.
2. 2Do not use a misleading explanation that hides how the information will be used.
3. 3Do not add explanations to every field at once if the effect of one field is the question.
4. 4For sensitive fields, assess whether the data is needed and whether alternatives exist.
5. 5Do not make the explanation more prominent than the field itself.