Luke Wroblewski talks about how he came across an unconventional registration form that asked people the same questions found in typical sign-up forms, but in a narrative format. It presented input fields as blanks within sentences (Mad Libs-style, if you will).
The question was would people be more inclined to complete it because of the narrative format? Or would the unfamiliar presentation format confuse people?
Ron Kurti and his team at Vast.com ran some A/B testing online that compared the two styles of forms.
Here’s the result: Mad Libs style forms increased conversion across the board by 25-40%.
Have you tried narrative style forms on your website?