Fewer Fields on a Demo Request Form: A/B Test Example

Qualified opportunity rate

Measure qualified opportunities per eligible assigned visitor over the same follow-up period.

• Form submission rateCompare valid submissions among eligible visitors who see the form.
• Form completion timeMeasure time among visitors who start the form; report non-completions separately.
• Qualified lead shareReport the share of submitted leads that qualify and qualified opportunities per assigned visitor.
• Sales prequalification timeCompare time spent prequalifying each lead using the same method and period.

• ChangeRemove fields predefined as unnecessary for initial qualification; keep the remaining fields and follow-up flow the same.
• Keep constantKeep remaining field copy, validation, CTA and follow-up process unchanged.
• VolumeTrack completed forms and valid submissions.
• QualityMake the qualification denominator explicit; the primary decision is qualified opportunities per assigned visitor.
• Separate testsTest individual required fields or post-submission data collection separately.

1. 1Do not remove information the sales team genuinely needs.
2. 2Do not change the form design along with the number of fields.
3. 3Make required fields clear.
4. 4Do not judge success from form submissions alone; review opportunity outcomes.
5. 5Make sure the follow-up process can collect removed information when it is needed.