Boost form submissions by dropping select fields for a 30% lift
Introduction. Every business that relies on online lead capture knows the struggle: forms that feel like a marathon deter visitors. This article shows how trimming three common but unnecessary fields can increase your submission rate by roughly thirty percent. It explains why each field is a friction point, presents data-backed steps to remove them safely, and gives you a clear workflow for implementation—all while keeping SEO in mind so search engines still index the content properly.
Identify the pain points that keep prospects away
Start by mapping out your form’s journey. Look at each field and ask: does this data really influence the decision to submit? Often, fields like “State,” “Company Size,” or “Phone Number” add noise without adding value.
- Remove fields that are not essential for qualification.
- Track abandonment rates on each step to confirm impact.
Measure the effect before you commit
Before permanently deleting a field, run a split test. Use a tool like Google Optimize or Optimizely to create two variants: one with the full form and one without the target field. Compare conversion rates over a statistically significant period.
| Item | What it is | Why it matters |
|---|---|---|
| Abandonment rate | Percentage of users who leave before submitting | Higher rates often signal friction. |
| Time on form | Average time users spend filling out the form | Longer times correlate with lower conversions. |
| Conversion lift | Increase in submissions after field removal | Direct measure of ROI for simplification. |
Implement the change with a clear workflow
1. Audit your form fields and flag non‑essential ones.
2. Create two versions: A (full) and B (trimmed).
3. Deploy an A/B test for at least 14 days or until you hit statistical significance.
4. Analyze results, then roll out the winning version permanently.
Common pitfalls and how to avoid them
Ana is a typical mistake: removing a field that your sales team relies on for qualification, leading to wasted leads. To prevent this, align with sales before making changes. Another pitfall is ignoring mobile users; always test the trimmed form on small screens because reduced fields can change layout dynamics.
Conclusion. By systematically removing three low‑impact fields—often State, Phone Number, and Company Size—you can achieve a noticeable lift in lead submissions without compromising data quality. Test carefully, monitor metrics, and keep stakeholders aligned, then watch your conversion rate climb. The next step? Apply this method to the most trafficked form on your site and re‑evaluate after one month.
Image by: Antoni Shkraba Studio
