"Mad Libs" Style Form Increases Conversion 25-40%
I'm not an A/B expert by any means, but it seems like there were far too many changes made to this form to give credit to just the 'mad lib' aspect.  I've seen Patrick (patio11) mention that he's often surprised by how the tiniest change can result in a huge conversion difference.  The second form is VERY different than the first.I think a more accurate headline is "Redesigned form increases conversion 25-40% (who knows why?)"