Make the phone field optional

When to use it

When a lead form requires a phone number and completion is low, or sales reports junk numbers like 555-5555.

How to run it

Mark phone '(optional)' or remove it, and let sales collect it on the first call. If quality matters, test optional with a reason: 'Phone (optional, for a faster quote)'.

Why it works

Make the action easier to complete

Requiring a phone number costs leads but raises the share of leads you can call. MarketingExperiments measured 42% more conversions with phone optional vs required, so test against lead quality, not just volume.

Source: MarketingExperiments / Vital Design