Does removing 2 questions from a lead form lift conversion?
Our tax relief lead form had 2 more questions than we needed. We removed them, cut the form to 4 steps and told visitors it was 4 easy steps. Conversion rose 60% and revenue per visitor rose 51% in 9 days.
Won Responsive 9 days Called at 90%
The hypothesis
By removing 2 questions from the form, we will cut effort, resulting in more visitors completing it and a higher conversion rate.
Every question adds effort, and each step is a chance to drop off. We expected fewer questions to mean fewer drop off points.
We kept the debt type question, which matters for lead quality, and removed 2 others. New copy told visitors up front that the form was 4 easy steps.
What we changed
We cut 2 questions, leaving 4 steps labeled 4 easy steps.
The variation removed 2 questions from the form, for a total of 4 steps. The copy changed to call out 4 easy steps, so visitors knew how short it was. We kept the debt type question in place.
- 2 questions removed
- Form cut to 4 steps
- Copy says 4 easy steps
- Debt type question kept
The result
Conversion rose 60% after we cut the form to 4 steps.
The 4 step form beat the control by 60% over 9 days, and revenue per visitor rose 51%. Traffic to this funnel was low, but the variation led strongly from the first review.
What we took from it
Fewer questions, stated up front, made the form easier to finish.
Removing 2 questions cut 2 chances to drop off, and the 4 easy steps copy told visitors the end was close before they started. Keeping the debt type question meant the shorter form still asked what we needed to qualify a lead.