"When my team redesigned our online order form, it wasn't just an incremental update - it was a full rework that fundamentally changed how customers interacted with the platform. And the decision was not made lightly. Endless support tickets and frustrated customers had made it clear that the order form was costing us both revenue and retention. After two rounds of smaller optimizations failed, we decided to scrap the old design and start from scratch."
"Our first attempt focused on trimming unnecessary fields. Irrelevant inputs were deleted or merged in the hope of making the form feel less overwhelming. While this reduced friction slightly, the improvement was marginal: support tickets dropped by only about five percent. The second attempt was more ambitious. We added some tooltips, FAQ links, and discount incentives to compensate for frustrations. Initially, customers tried using the info icons, but they quickly grew tired of them and reverted to contacting support directly."
The online order form became a major source of revenue loss and churn due to complexity and growth with new services. Two iterative optimization attempts—removing irrelevant fields and adding tooltips, FAQ links, and discount incentives—only reduced support tickets by about five percent each. Organizational tension arose as Sales prioritized capture of revenue while Support faced confused users. The team concluded that incremental fixes would worsen the problem and rebuilt the form from scratch using customer feedback, behavioral psychology, and UX best practices. The redesign drastically improved usability and reduced related support tickets by more than 95 percent.
Read at LogRocket Blog
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