Killed 3 form fields, leads went up 28% (quality held)

Killed 3 form fields, leads went up 28% (quality held)

Everyone says shorter forms convert better. I never trusted it til I ran it.

Setup. Lead-gen form, 7 fields. Variant = 4 fields. Dropped company size, job title, phone. 3,100 sessions, 50/50, 11 days.

Result. Submit rate 11.2% to 14.3%. +28%. But here's what I actually checked: did the leads get worse? Sales rated them same-or-better on a 1-5 scale. No drop. The phone number we asked for was scaring people off and we barely used it anyway.

Day 3 panic: I almost killed it because raw lead count looked flat. It wasn't. Tracking lag.

Go delete your 3 least-used form fields. Report back.