Does removing a lead form question lift high-value leads?
Our multi-step lead form asked visitors a series of questions before they could submit. We tested removing 1 question. Over 30 days, total leads fell 8.9% and leads with over $10K in debt fell 18.7%, short of our confidence bar.
Not significant Responsive 30 days Not called
The hypothesis
By removing 1 question from the multi-step lead form, we will reduce effort for visitors, resulting in more completed leads, especially leads with over $10K in debt.
Every extra question in a lead form is another chance for a visitor to quit. The form's value comes from leads with over $10K in debt, so a shorter form only helps if those leads hold up.
We removed 1 question and tracked total leads, leads under $10K and leads over $10K.
What we changed
The employment question removed from the multi-step lead form
Var A removed the question about employment status from the multi-step form, so visitors reached the submit step sooner.
- Employment question removed from the form
The result
Total leads fell 8.9%, short of our confidence bar
Over 30 days, the shorter form brought in 8.9% fewer leads, and lead value per visitor fell 17.8%. The mix shifted: leads under $10K rose 19.1%, while leads over $10K fell 18.7%. Neither change reached our confidence bar. With no lift in high-value leads, we paused the test.
What we would do next
Keep the question and test easier ways to answer it
Without the question, more small leads came through and fewer high-value leads did. The question may have helped serious visitors commit. We would keep it and test making it faster to answer, rather than removing it.
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