Perception

Just one additional field can significantly impact conversions

-47% lead decrease

Asking for a phone number on a download content form led to a 47% decrease in leads. This experiment highlights how even a small increase in perceived effort can create friction and reduce conversions.

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Intent

Friction

Adding a phone number field to a download content form significantly increased perceived effort, leading to higher friction and a drop in conversions. Visitors likely saw the additional field as unnecessary or intrusive, causing them to abandon the form rather than complete it.

Motivation

Plays