“Mad Libs” Style Form Increases Conversion 25-40%

David Nash General 1 Comment

I don’t usually like to re-blog – I prefer original content and a list of links. But I’m making an exception for this – firstly, it’s really cool, and secondly, I’ve been too busy to post anything for a while.


Ron and his team ran some A/B testing online that compared a traditional Web form layout with a narrative “Mad Libs” format. In Vast.com’s testing, Mad Libs style forms increased conversion across the board by 25-40%.

Vast contact dealer form

I think forms are a crucial part of any website. The web is mostly one-way, and only via forms can you get feedback. You need forms to do anything interesting. Yet they’re SO boring.

They’re boring to fill out, they’re boring to code. I think anything that makes them a little bit interesting helps a whole lot. I hope to code some forms like this in the future and I hope this turns into a real trend on the web.

Comments 1

  1. David, this is genius. It also might be a good way to put some humor into what is otherwise a relatively hum-drum activity (i.e., filling out forums).

    I’m going to implement this style at some point and test it myself.

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