20 Lead Form Examples From Real Tests

The best contact and lead form examples have one thing in common: they ask for less, or ask for it in a better order.

In our archive, the biggest wins came from splitting long forms into steps (Reclaim My PPI Tax went from 1.77% to 4.33% conversion), cutting or deferring fields, and naming what the visitor gets on the button.

How we picked: every one of the 20 examples below is a real test from the LiftArchive database, with the published result and who ran it.

We haven't run these forms ourselves. Where a test bundled several changes or was a before/after comparison, we say so.

A good form example here means one change you can copy and a number to compare against.

The examples cover lead gen quote forms, SaaS sign-up and demo forms, contact pages and one ecommerce registration form.

For the wider playbook, see our guide to lead form optimization, or browse more conversion examples.

All 20 form examples at a glance

The 20 lead form examples

1. Reclaim My PPI Tax: a long claim form split into four stages

A

→

B

1.77% to 4.33% conversion

Long claim form split into four stages

Lead formApexure

What they did: Apexure turned a single long claim form for a UK tax rebate service into four stages.

Easy questions came first, and some fields were set side by side.

Why it works: Easy first questions get people moving, and once they have answered a few they want to finish. Each screen also looks short.

Result: 1.77% to 4.33% conversion, run by Apexure on paid traffic.

Several form changes went into one variant, so you can't credit the stage split alone.

Copy this: Put your easiest, least personal question on screen one, and ask for name, email and phone last.

2. Reassured: a one-question-per-step life insurance quote form

What they did: Reassured replaced a long single-page quote form with a multi-step form that asked one question per step, with a progress bar at the top.

Why it works: One question at a time removes the wall of fields, and the progress bar tells people the end is close.

Result: +31.23% form submissions, run by Reassured over about five weeks. The lift was higher on desktop.

Copy this: If your quote form has more than six fields, test one question per screen with a progress bar.

3. HomEquity Bank: a one-page inquiry form became seven steps

What they did: HomEquity Bank, which sells reverse mortgages to Canadians 55 and over, split its one-page inquiry form into seven steps.

Why it works: Older visitors on a big financial decision got one small question at a time instead of a long form all at once.

Result: +154% conversion rate, run by HomEquity Bank.

The bank kept testing: a later version cut seven steps to four (+53% conversions) and another added a progress tracker (+35% conversions).

Copy this: Don't stop at the first multi-step win.

Test how many steps you need and whether a tracker helps.

4. Venture Harbour: a consulting contact form rebuilt as multi-step

A

→

B

0.96% to 8.1% conversion

Multi-step consulting enquiry form

Lead formVenture Harbour

What they did: Venture Harbour swapped a basic single-page WordPress contact form for a multi-step enquiry form asking one or two questions per step, then kept refining it with form analytics.

Why it works: Questions about the project come before contact details, so the form feels like a conversation, not a sign-up.

Result: 0.96% to 8.1% conversion, run by Venture Harbour.

This is a before/after change over years of iteration, not one split test, and the company later sold a multi-step form tool.

Copy this: On a services contact form, ask "What do you need help with?" before "What's your email?"

5. InsightWhale: eight required fields cut to three

What they did: A travel company's deal page form had eight mandatory fields in a multi-column layout.

InsightWhale made only three fields required and hid the other five under a dropdown.

Why it works: Visitors see a three-field form, while the sales team can still get extra detail from people willing to give it.

It also beat a version that showed the optional fields below the required ones.

Result: +26% conversions, run by InsightWhale.

Copy this: Keep only the fields sales truly needs as required, and tuck the rest behind an "Add more details" toggle.

6. Qualicorp: stopped asking for the same details twice

What they did: Qualicorp's health plan quote form asked again for name and date of birth on step 2, after visitors had already typed them on the homepage. The test removed the repeats.

Why it works: Retyping something you just entered feels careless and wastes time. Removing it costs nothing.

Result: +19.31% completed quote requests, run by VWO over 14 days at a 50/50 split.

Copy this: Walk through your own form and pass forward anything the visitor already gave you.

7. Kareo (DoctorBase): fewer fields on a SaaS sign-up form

What they did: Kareo Marketing removed several fields it didn't need from the sign-up form doctors filled in to join DoctorBase.

Why it works: Busy professionals stop at forms that ask for details the product can collect later.

Result: +30% new doctor sign-ups, run by Kareo Marketing across a few A/B tests. The removed fields aren't listed.

Copy this: For each field, ask "would we refuse a lead without this?" If not, test removing it.

8. BliVakker.no: three fields cut from a 17-field registration form

What they did: The Norwegian beauty retailer removed account number, phone and evening phone from a 17-field registration step during purchase.

Why it works: Those fields didn't help a first order go through.

Note the source says an ultra-light version that stripped even more did not do as well.

Result: +11% sign-ups, run by BliVakker.no. Ecommerce registration, but the lesson carries to any form.

Copy this: Cut fields in rounds and test each round.

Removing everything at once can go too far.

9. Tinkoff Bank: let applicants skip passport details

What they did: Tinkoff's application form required passport details at step two.

The test added a "Don't remember passport details?" checkbox so applicants could send them later by phone or email.

Why it works: People who didn't have the document on hand would have left. The checkbox kept them in the funnel.

Result: +35.8% applications, run by Tinkoff Bank on 265,000+ visitors over 23 days.

Copy this: Find the field people can't answer from memory and give them a "send it later" option.

10. Vandebron: fixed a fiddly date-of-birth field

What they did: Vandebron's energy sign-up used a calendar dropdown for date of birth that defaulted to 2000 and stepped month by month.

The test removed it, showed the expected format as a placeholder and added slashes automatically while typing.

Why it works: A field that takes dozens of clicks to fill is a reason to quit. Typing eight digits is not.

Result: +16.3% sign-ups, run by Vandebron. Drop-offs on the date field itself fell 80%.

Copy this: Use a plain text input for dates of birth, show the format, and auto-format as people type.

11. Qualicorp: floating field labels

What they did: Qualicorp's step-2 labels were always visible but hard to read.

The variant showed labels above a field only when it was clicked, in a larger, more legible font.

Why it works: The form looks lighter, yet the label is still there when someone needs it, so they don't forget what a field was for.

Result: +16.93% completed requests, run by VWO over 12 days.

Copy this: If you use placeholder text, make sure the label stays visible once someone starts typing.

12. Micro Focus: marked the required fields

What they did: Micro Focus added asterisks to mandatory fields on its free trial form, plus a "required field" note above the form.

Why it works: People stop guessing which fields matter, and fewer submit and get an error.

Result: +5.89% form completions, run by Micro Focus over 20 days at a 50/50 split.

Copy this: Mark required (or optional) fields clearly, whichever group is smaller.

13. Teamleader: icons next to sign-up fields

What they did: Teamleader added an icon beside each field on its free trial sign-up form.

Why it works: Icons help people scan what each field wants faster.

This is a small result on one brand, so treat it as a test idea, not a rule.

Result: +13.1% free trial sign-ups, run by Teamleader (32.84% to 37.11% conversion).

Copy this: If your sign-up form looks like a plain grid of boxes, test icons as visual cues.

14. Kaya Skin Clinic: a form heading that offers an expert opinion

What they did: The clinic's appointment form had a generic "Skin consultation" prompt.

The variant reworded the text above the form to offer an "Expert opinion".

Why it works: It names what the visitor gets for filling the form in, rather than describing a process.

Result: 4% to 9.5% conversion, run by Ultraviolet Digital over 45 days with three arms.

Copy this: Rewrite your form heading as the benefit of submitting, not the name of the service.

15. ADT UK: "Get a Free Quote" instead of "Book a Free Survey"

What they did: ADT tested its site-wide call to action.

"Book a Free Survey" was the control, and "Get a Free Quote" won against it and against "Book an ADT Survey".

Why it works: A quote is what people want.

A survey sounds like an appointment with a stranger in your home.

Result: +60% leads, run by Bloom over 14 days on half of new visitors.

Copy this: Name the outcome on your button (quote, price, plan), not the step your team takes next.

16. Groupama: a data-privacy line on the quote form

What they did: Groupama showed a message promising personal data was protected on its insurance quote form, but only to one emotional segment of visitors. Others saw the plain form.

Why it works: Some visitors hesitate over handing data to an insurer.

A short reassurance answers the doubt at the point of hesitation.

Result: +10% quotes, run by Groupama over two weeks. It was segment-targeted, so results may be smaller shown to everyone.

Copy this: Put one plain sentence about how you use their data right under the submit button.

17. Hotel Institute Montreux: a student testimonial above the brochure form

What they did: The Swiss hospitality school placed a student testimonial directly above its free brochure request form.

Why it works: A real student's words answer "is this place worth it?" right where the visitor decides whether to hand over details.

Result: +50% submissions, run by The Reference as a split URL test. Cost per lead on AdWords fell 54%.

Copy this: Put your strongest testimonial next to the form, not in a section further down the page.

18. POSist: a narrower demo form with logos and testimonials

What they did: The restaurant software company narrowed its Contact Us/demo form, added copy on what the prospect gets, and added customer logos and testimonials.

Why it works: B2B buyers want proof that businesses like theirs use the product before they book a call.

Result: +20% demo sign-ups, run by POSist (9.37% to 11.26%). Several changes were bundled together.

Copy this: On a demo request page, pair the form with logos and one line on what happens in the demo.

19. Industrial water treatment: the contact form open by default

A

→

B

1.16% to 1.65% conversion

Contact form open by default, not hidden

Lead formSeer Interactive

What they did: The contact page hid four forms until the visitor picked a reason (purchase, support, emergency, other).

The change showed the product enquiry form open by default.

Why it works: Every click before the form is a chance to leave.

Showing the most common form first removes one.

Result: 1.16% to 1.65% conversion, run by Seer Interactive.

It's a period comparison (Feb–Apr vs Jun–Aug), not a split test.

Copy this: On your contact page, show the form most people need without a click.

20. NetSPI: a scheduler inside the Contact Us form

What they did: NetSPI embedded a scheduler in its Contact Us form so prospects could pick a meeting time right after submitting, with automatic routing to the right rep.

Why it works: The lead books while still interested, instead of waiting for an email and going cold.

Result: booking rate 50% to 80%+, run by NetSPI. This is a vendor-published before/after, and a meeting-prep tool launched at the same time.

Copy this: For B2B demo and contact forms, test offering a calendar right on the thank-you step.

Patterns across the winners

Field count: cut what sales doesn't use

Removing fields won for Kareo, BliVakker.no and InsightWhale.

But fewer is not always better: see the GrowthRock and paid-content examples in the next section.

Cut the fields nobody uses, not the ones that qualify a lead.

More on this on our form fields page.

Multi-step: order matters as much as length

Reclaim My PPI Tax, Reassured, HomEquity Bank and Venture Harbour all split a long form into steps, and all of them put easy questions first.

Most multi-step wins in our archive are on forms with many fields.

A three-field newsletter form has little to split.

See multi-step forms for more tests, and our list of multi-step form builders if your current form tool can't do it.

Labels and inputs: make each field easy to fill

Floating labels at Qualicorp, required-field asterisks at Micro Focus and a plain date field at Vandebron are small fixes, and each one removed a moment of confusion.

Watch your form analytics for the field where people stall.

Button copy and headings: name the payoff

"Get a Free Quote" beat "Book a Free Survey" at ADT, and "Expert opinion" beat "Skin consultation" at Kaya.

Both name what the visitor receives. More button tests are in CTA button examples and on our CTA copy page.

Privacy and proof: answer the doubt next to the form

Groupama's data-privacy line, the Hotel Institute Montreux testimonial and POSist's logos all sit right beside the form.

Reassurance works best at the moment someone is deciding whether to type their email.

Examples that lost (what not to copy)

• Madlibs-style forms. Patrick McKenzie tested a form with fields set inside a sentence on Bingo Card Creator. It lost: -22% trial sign-ups against a standard labeled form. The test ran only 34 hours, so treat it as a warning, not proof.
• One extra field for a better offer. MarketingSherpa offered a choice of three guides plus one more required field. The result was a significant drop in leads.
• Cutting fields that didn't matter. GrowthRock removed "How did you hear about us?" and "What industry are you in?" from a SaaS sign-up form: no lift, trended slightly worse, on about 100 conversions per variation.
• Shorter forms that bring weaker leads. A paid-content site shortened its sign-up form and got +16% free sign-ups, but paid fell 0.97% to 0.72%. Measure the lead quality or revenue further down, not just submissions.
• A redesign that added privacy copy. Uncommon Knowledge's modern opt-in page with privacy and unsubscribe assurances lost: original got 19.55% more sign-ups. It was a whole-page redesign, so the privacy copy may not be the cause, but it shows reassurance is not a guaranteed win.
• Generic button copy. On Booking.com's partner sign-up page, 'Sign up today' about -10% clicks, while "Start registration" did best.

How to test this on your own site

1. Track each field. Use form analytics to find the field where people stop or go back, and fix that one first.
2. Pick one change from the list above that targets that problem: a removed field, a step split, a clearer label or new button copy.
3. Measure submissions and lead quality. Track what happens after the form (qualified leads, booked calls, sales), because a shorter form can bring in weaker leads.
4. Run the test long enough. Most forms get fewer conversions than product pages, so you may need several weeks. An A/B testing tool will tell you when the result is reliable.
5. Test again. HomEquity Bank won with seven steps, then won again by cutting to four.

If you'd like someone to audit your forms and run the tests for you, a CRO practitioner can help.

More form test results

Watch out for

• Lead quality. Removing qualifying fields can fill your CRM with leads sales can't use. Check downstream numbers before you call a winner.
• Fake progress. A progress bar that jumps backward or a "last step" that isn't the last step breaks trust.
• Hidden costs in steps. If step four asks for a phone number nobody expected, people who have already answered three questions may feel tricked. Say up front what you'll ask for.
• Privacy claims you can't back. Only promise "we never share your data" if it's true and matches your privacy policy.