Does moving email and phone onto the first contact step lift leads?
Our tax relief lead form asked for email and phone on later steps. We tested 3 ways to group them with the first contact step. Moving both onto that step won, lifting conversion 56% over 29 days.
Won Responsive 29 days Called at 90%
The hypothesis
By grouping the contact questions onto fewer steps, we will shorten the form, resulting in a higher conversion rate.
Each step in a lead form is a chance for visitors to drop off. Email and phone sat on their own steps, even though they are contact details just like the name.
We tested 3 ways to group them, from moving only the email to moving both email and phone onto the first contact step.
What we changed
We moved email and phone onto the first contact details step.
Var A moved the email question onto the first contact step. Var B created a separate contact step holding phone and email. Var C moved both email and phone onto the first contact step. We paused Var A and Var B partway through to focus traffic on Var C.
- Email moved to the first contact step
- Phone and email grouped on 1 new step
- Email and phone moved to first contact step
- Fewer steps overall
The result
Var C lifted conversion 56% by moving email and phone up.
Var C was ahead from the start. We paused Var A and Var B after the first review so Var C could get all the test traffic. Over 29 days, Var C beat the control by 56%, held steady on our confidence bar for conversion and revenue, and kept a strong rate of leads with over $10k in debt.
What we took from it
Grouping contact details cut steps without hurting quality.
Visitors expect to give their name, email and phone together. Putting all 3 on 1 step removed steps without asking for anything new, and high value leads held up. Var C became the new control for the next round.