Does removing the required field asterisk lift lead form completions?
Our multi-step quote form marked fields with a required asterisk and offered a back link on each step. We removed both, added social proof to step 1 and rewrote the last step. Conversions fell 20.4% over 15 days, and we paused the test.
Lost Responsive 15 days Called at 90%
The hypothesis
By removing required markers and the back link, adding social proof and clearer final copy, we will reduce anxiety about the process, resulting in more completed lead forms.
On its own, an asterisk is not a universal sign for a required field. It is often read as a note, and a form full of them can feel demanding. A back link on every step also invites visitors to second-guess their answers.
This round built on an earlier test of the same form, where the variation came in ahead but short of our confidence bar.
What we changed
Required asterisks and back links removed across the form
Across every step of the form, we removed the required field asterisks and the back link. On step 1, we added social proof. On step 5, the last step, we updated the copy and the button text. The questions and the number of steps stayed the same.
- Required field asterisks removed
- Back link removed from each step
- Social proof added to step 1
- Copy and button text updated on step 5
The result
Visitors preferred the original form, by 20.4% in conversions
The variation converted 20.4% lower than the original form over 15 days. The primary metric was completed lead forms. We paused the variation and kept the original form, with its asterisks and back link.
What we took from it
The asterisks and back link helped visitors finish this form
Visitors on this form converted better with the required markers and the back link in place. Without them, visitors had less sense of what was expected and less control over their answers. The variation bundled 4 changes, so the test does not show which change did the most harm.