<b>This week: I deleted a form field and made money</b>

<b>This week: I deleted a form field and made money</b>

Lead-gen form for an offer. Five fields: name, email, phone, company, budget.

I tested killing the phone field. Just gone.

Result: form completions +23%, lead quality basically unchanged when sales followed up. The phone field was scaring people off and adding almost nothing.

Rule of thumb I trust now: every field you add is a tax on completion. Phone and 'company size' are the worst offenders for friction.

The trick is testing field removal one at a time so you know exactly which one was the anchor.

— Count the fields on your highest-value form
— Pick the most invasive one (phone, budget, job title)

Go test the version with that field removed. Report back.