Does a combined name and email step lift lead form conversion?
Our tax relief lead form asked for name and email on separate steps. We combined them into 1 step and updated the progress bar to match. Conversion fell 7.5% over 13 days, so we paused it.
Lost Responsive 13 days Called at 90%
The hypothesis
By combining the name and email questions into 1 step, we will shorten the form, resulting in more visitors finishing it and a higher conversion rate.
Cutting steps had already won on a sister funnel, where moving the email question earlier removed a step and lifted conversion. We wanted to see if the same idea held on this funnel.
Name and email both ask for contact details, so they looked like a natural pair for 1 step.
What we changed
We merged the name and email questions into a single form step.
In the control, visitors entered their name on 1 step and their email on the next. In the variation, both fields sat together on 1 step, and the progress bar showed 1 fewer step. The other questions and their order did not change.
- Name and email fields on 1 step
- Progress bar shows 1 fewer step
The result
Conversion fell 7.5% with name and email on 1 step.
The combined step converted 7.5% worse than the control over 13 days, and revenue per visitor fell 8.1%. We paused the variation and kept name and email on separate steps.