A mortgage lead form converted at 11% and the team assumed that was the ceiling. The aggregate hid which field was doing the damage. They had to measure field by field.
The field-drop playbook:
— Fire a GA4 event on focus for every field, tagged by field name
— Compare how many users reach each field versus the one before
— Find the field where the drop between focus and completion spikes
— Check whether that field is required, ambiguous, or sensitive
— Test removing or deferring it and measure completion
The "annual income" field, placed third, lost 34% of people who focused it. It felt invasive that early.
They moved it to the final step after value was established. Form completion rose from 11% to 17%.
Lesson: a form's conversion rate is an average of its fields. Instrument each one and you'll find the single question people refuse to answer.
The Pixel Diary
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How to instrument a form to find the field that scares people off
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