Cut your lead form to essential fields

When to use it

When a lead-gen form asks 7+ fields, including nice-to-haves like company size or how-did-you-hear, and completion rate is low.

How to run it

Cut to the 4-5 fields sales actually uses: name, email, one qualifying question. Check with sales which fields ever get read, then delete the rest or mark them optional.

Why it works

Make the action easier to complete

Fewer fields mean fewer reasons to quit, with the same lead value. MarketingExperiments' test on Marketo's form cut 9 fields to 5: conversion rose from 10% to 13.4% and cost-per-lead dropped $10.66.

Source: MarketingExperiments (Marketo) / ImageScape