<b>The one field that cost six figures</b>
A lender had a clean funnel until the application page, where 64% of starters never finished. The team blamed 'price shoppers' and moved on for two quarters.
The clue came from field-level tracking they finally added: an optional 'company revenue' input where 58% of abandonment happened on the exact keystroke after it gained focus. People hit a number they didn't want to share and quit.
They made the field optional in fact, not just in label, moving it behind a 'add more for a better rate' toggle.
Application completion rose from 36% to 58%, and the page stopped being the funnel's quiet graveyard.
The lesson: 'abandonment' is a coordinate, not a vibe. Track focus and blur per field, and the dropout point names itself.
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<b>The one field that cost six figures</b>
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