When a customer starts completing an application or registration form it demonstrates they are committed. It therefore makes sense to pay attention to the usability of that form. But how often is the content of the form considered? Are there content barriers in the form that prevent customers from completing it?
Marcelo Calbucci (Via Luke Wroblewski) describes a barrier that everyone assumes just has to be there so it is not tested: The CAPTCHA. When the team removed the CAPTCHA from the Sampa.com registration form they recorded a 10% increase in conversion rates. Marcelo writes “we created a set of tests and rules that will make us not display a CAPTCHA about 99% of the time” (interestingly when I looked at the page I got the CAPTCHA). A 10% increase in conversion is not insignificant, and probably more than outweighs the additional effort to implement an alternative solution.