Qualification

Empowering visitors to choose their path

+8% qualified lead increase

By adding two self-selection options—tenant or landlord—in the form, we empowered visitors to choose their path, improving the overall user experience and increasing form completion rates.

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Intent

Friction

Allowing visitors to self-select whether they are tenants or landlords reduced the complexity of the form by ensuring that each user was only shown the relevant steps. This minimized the perceived effort, making the form feel more tailored and easier to complete, which in turn reduced friction and improved engagement.

Motivation

Plays