twelve million dollars from one field

No abstract could be found for this paper, so this page does not summarise it.

What our sources record

Reproduced as it was written when this source was checked, figures and all.

story, dated 2008, with retellings disagreeing on which field was removed and no company-published study, conference paper or peer-reviewed record located; the Marketo / MarketingExperiments registration-form test, five-field 13.4 per cent against nine-field 10 per cent, published without sample size, randomisation detail or statistical test and measuring cost per lead; the NP Digital dataset of 404 landing pages, 18.2 per cent at one field falling to 4.2 per cent at nine or more, observational and cross-sectional; Michael Aagaard at ConversionXL, who removed fields and saw conversions fall, then kept nine fields, rewrote the labels and reported a 19.2 per cent increase. [Retrieved via WebSearch 2026-10-17. NOT FOUND, after four OpenAlex query formulations and an extended WebSearch: any peer-reviewed field experiment manipulating checkout steps or form-field count and measuring completion or purchase.]