On: Better Form Design: One Thing per Page

[zizee]

> The result was an extra 2 million orders a year.

Does the author actually believe that the change of the form setup was solely responsible for the increase in orders? Or was this just a poor choice of words?

It is a pity that they didn't study (or publish) the results of an A/B test on this change.

[adambsilver → zizee]

Yes it was based on a percentage increase to conversion with the new checkout flow.