<b>One field, half the leads</b>

<b>One field, half the leads</b>

A lead-gen page for a mortgage broker had a healthy view count and a sickly submit rate: 2.3%. Everyone assumed the offer was weak.

The clue needed field-level event tracking, so they added it. The funnel revealed where people quit: 61% who started the form abandoned at one specific field — a request for an exact loan amount, asked before the form had earned any trust.

They made that field optional and moved it to step two.

Form completion rose from 2.3% to 5.0%, more than doubling leads from the same traffic. The offer was never the problem; one premature, high-friction question was.

The lesson: a low conversion rate tells you people left. Field-level event tracking tells you the exact doorway they turned around at — and that's usually where the cheap fix is.