The form-field cull, in order

The form-field cull, in order
"Fewer form fields, more conversions." [DEPENDS] It spread from one famous case study everyone cites and nobody read. The truth: cutting fields raises lead volume and tanks lead quality if you cut the wrong ones. Cull in this order:
— List every field. Mark each: do we use this data in the next 48 hours? If no, it's a candidate.
— Remove fields that the CRM auto-enriches (company size, industry).
— Keep one qualifier field even if it costs conversions; it's the difference between leads and noise.
— Move optional fields to step two, after commitment is made.
The nuance: the goal isn't the shortest form, it's the highest revenue per session. A 3-field form feeding sales junk is a downgrade, not a win.