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Radio Buttons vs. Dropdowns: How knowing the right way to collect customer information led to a 15% lift in orders

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Information about Radio Buttons vs. Dropdowns: How knowing the right way to collect...
Business & Mgmt

Published on February 27, 2014

Author: marketingexperiments

Source: slideshare.net

Description

Think for a second about the last time you needed to create a form on your site. Whether it was for a shopping cart or lead generation, it probably had a field where you asked the customer to select one of multiple options. Perhaps the field was:
• Credit card type
• Subscription length option
• Company revenue range
• “Yes” or “no” to newsletter opt-in
Whatever it was, you probably didn’t think too hard about whether you should use a dropdown or a radio button to let your visitor select their option. Most of us decide quickly as we’re creating the form in our CMS or form software.
But what if choosing the right format, radio buttons or dropdowns, for a single question in your form meant seeing a performance differential of 15%?
In our next clinic, we’ll walk you through an experiment where that was exactly the case. Getting the question format right generated a 15% lift in total orders.
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