Case study: removing 2 form fields raised completions by 28%

Case study: removing 2 form fields raised completions by 28%

New to lead forms? Small detail, real money. A beginner's sweepstakes form asked for 5 things: name, email, phone, age, and country. Of 600 people who started it, 138 finished. That is a 23% completion rate.

They realized the offer only required email and country to count a valid lead. The other 3 fields were just there 'to be safe'. Each extra field gives the visitor another reason to quit.

They removed name, phone, and age. The form now asked for 2 things: email and country.

Same 600 visitors on the shorter form:
— 177 finished
— Completion rate now 29.5%
— Up from 23% to 29.5%, a 28% relative increase

In money, at $1.25 per lead, the long form earned about $172 per 600 visitors. The short form earned about $221. Same traffic, $49 more, with less work for the user.

A gentle warning: only remove fields the offer does not require. Check the offer details first, because some advertisers do need a phone number.

The lesson: every field you ask for costs you sign-ups. Ask only for what the offer truly needs.

Next step: count the fields on your form, check which the offer actually requires, and delete the rest.