# Paint cost calculator cut from 5 steps to 3: +40% leads

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Form steps, Form fields
- Test run by: [Performics India](https://liftarchive.com/practitioners/performics-india/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/performics/
- Page: https://liftarchive.com/test/aapka-painter-cost-calculator-form-3-steps/

Cutting a paint cost calculator lead form from five steps to three, and grouping paints into Economy, Premium and Luxury tiers, lifted leads by 40%. Performics India ran this split URL test for Aapka Painter, a home painting service backed by Pidilite, and it was published as a VWO case study. Several form changes shipped together, so the result belongs to the whole new flow.

## Result

**+40% leads**

- Leads: +40% overall versus the original form. This was the primary goal.
- Drop-offs: -30%, so fewer people abandoned the form partway.
- Average engagement time per session rose 1.4x.
- The test ran for one week. Sample size and confidence level were not shared.

## Control

The paint cost calculator took visitors through five steps and asked them to pick from a complex mix of paint products.

## Variant

The form was cut to three steps. Paints were grouped into Economy, Premium and Luxury, and the Economy tier came first with a default selection.

## Why it likely won (our reading)

- Fewer steps means fewer points where a visitor can give up.
- Three named price tiers are easier to choose from than a long product list, especially for people who don't know paint brands.
- A preselected default lets visitors move forward without making a decision they feel unsure about.
- framing choices by budget fits how homeowners think about a painting job.

## Caveats

Bundled test: step count, product grouping and the default selection all changed at once, so no single change can take the credit. It ran for only one week.

## How to run this test

- Hypothesis: If we cut our quote calculator to fewer steps and group complex product options into a few simple tiers, then more visitors will finish the form because each step asks for less effort and knowledge.
- Primary metric: Completed lead form submissions
- Guardrail: Lead quality or quote-to-job rate
- Guardrail: Share of leads picking the default tier
- Guardrail: Step-by-step drop-off rate
- Who should test it: Home services and other lead-gen businesses with multi-step quote or cost calculators. It may not help if your steps are already short, or if sales needs the detailed answers you would remove.

---

Credit: Performics India ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/aapka-painter-cost-calculator-form-3-steps/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.