Nykredit, a Danish financial institution, was advised by Innohead to try out another type of sign-up form. Experiments have indicated that so-called narrative sign-up forms may yield higher sign-up rates. One study at lukew.com, quotes increased sign-up rates in the range 25-50%.
Nykredit's narrative sign-up form is shown below.
A smart website owner would create the new style form and then A/B test it against the old style.