Winner
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Multi-Step Form (Gradual Reassurance) → +36.4% Leads
[company] Test #333 on Expertinstitute.com: breaking the lead form into two steps — step 1 asked only for state selection (shown as selectable options), step 2 showed the standard contact form — produced +36.4% more completed leads. Control only showed a button leading to the full form.
Hypothesis
Breaking a single-page form into multiple steps, starting with an easy first question, will reduce perceived form friction and increase completions.
Why This Works
Key Learnings
Expected Lift Range
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