One form field was costing a B2B site half its mobile leads
A mid-size SaaS company saw desktop lead forms convert at 6%. Mobile sat at 1.8%, and everyone shrugged it off as 'mobile users just browse.'
The clue came from form-field analytics: on mobile, 60% of drop-off happened on a single field — 'company size,' a dropdown with 9 options that triggered a clumsy native picker. People abandoned mid-select.
They replaced the dropdown with three tappable buttons (small / medium / large).
Mobile form completion rose from 1.8% to 4.4%. The 'mobile users just browse' theory died on the spot — they were trying to convert and getting stopped by a picker.
Lesson: 'mobile converts worse' is a symptom, not an explanation. Find the field where the thumbs give up.
The Pixel Diary
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One form field was costing a B2B site half its mobile leads
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