They deleted two form fields and activation jumped 40%

MuleSoft had "select your state" and "select your country" dropdowns on a form. They removed both and filled that data in automatically from the visitor's IP address instead.

Activation improved more than 40%.

Every field you make someone fill in is a small tax on completion, and dropdowns are the worst because they require thought, scrolling, and a decision. The best field is the one the user never has to touch because you already know the answer.

You can auto-detect country, city, postal code, and timezone from IP. You can prefill from URL parameters. You can use browser autofill. Every one of those is a field you delete from the user's job.

Go through your highest-value form field by field and ask: do I really need to ask this, or can I get it another way? The shortest path to "submit" almost always wins.

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They deleted two form fields and activation jumped 40%