<b>Cut my form from 7 fields to 3. Conversions dropped.</b>
Everyone says fewer fields win. So I ripped a lead form from 7 to 3 last week. Felt smart.
Leads up 31%. Sales team furious. Lead <i>quality</i> tanked. Closed deals down.
The 4 fields I cut were qualifying friction. They scared off tire-kickers on purpose.
More form fills, worse pipeline. Net negative.
— Don't optimize the micro-conversion in isolation
— Tie your test metric to revenue, not form submits
— Sometimes friction is a feature
Go find a form you "optimized" and check if downstream sales moved. Report back. Mine didn't.
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<b>Cut my form from 7 fields to 3. Conversions dropped.</b>
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