Does splitting email and phone into separate steps lift leads?
The lead form asked for email and phone on the same step. We split them into 2 separate steps. Conversion dropped 20.0%, so we paused the test after 7 days.
Lost Responsive 7 days Called at 90%
The hypothesis
By splitting email and phone into separate steps, we will make each step feel lighter, resulting in more completed lead forms.
In an earlier test on another funnel, moving the email field to its own step lifted conversion by about 65%, and moving email and phone together lifted it by about 32%. Asking for less on each screen seemed to help visitors keep going.
We tested whether splitting email and phone onto separate steps would bring a similar gain here.
What we changed
We split the email and phone fields into 2 separate steps.
In the control, visitors entered their email and phone number on the same step. Var A gave each field its own step, so visitors entered their email first and their phone number on the next screen. This added 1 step to the form.
- Email moved to its own step
- Phone moved to the next step
- Form gained 1 step
The result
Lead form conversion fell 20.0%, so we paused at 7 days.
Traffic to the funnel was low during the run, but total leads fell fast enough that we stopped the test before our usual 14 day window. After 7 days, conversion was 20.0% below the control. Pausing early protected lead volume.
What we took from it
An extra step cost more than a lighter screen saved here.
The earlier win came from moving email out of a crowded step. Here, splitting the 2 fields added a step without removing much effort, and visitors were asked for contact details twice in a row. On this funnel the added step outweighed any benefit of a lighter screen.