Spreading form fields through the funnel: >25% more leads at EDP
Commentary byLiftArchiveOur analysis, not theirsEDP moved its required contact fields later in the lead funnel instead of asking for them all at the start, and lead conversion rate rose by more than 25%.
EDP, the Portuguese energy company, ran this A/B test on an offer page in its Spanish lead funnel.
It was published as a VWO (Wingify) case study.
- Lead conversion rate: up by more than 25%. EDP gave only a lower bound, not an exact figure.
- EDP's behavior analysis had shown visitors dropping off before they reached the offer stage, and the variant aimed at that drop-off.
- No sample size, test length or confidence level was published.
The change
Contact fields move from the start of the funnel to the steps nearest the offer.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The offer page asked for name, phone number and email early in the journey, before visitors had seen enough to want to continue.
Variant
The required fields were spread out across the funnel, with the most important ones asked for closer to the offer stage.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Asking for contact details before showing any value feels like a cost with no payoff. Moving the ask later lowers that early friction.
- By the time visitors reached the offer stage, they had more context and intent, so handing over a phone number felt more reasonable.
- Fewer fields per step means less thinking at each step, which can keep more people moving forward.
Caveats: The result is given only as "more than 25%", with no sample size, duration or significance shared. It is vendor-published and the test date is not stated.
Who ran it
EDP ran this test for energy supplier (Spain/Portugal) and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on EDP →
How to run this test on your site
- Hypothesis
- If we ask for contact details later in the funnel, closer to the offer, then more visitors will finish as leads because they will have seen enough value before being asked.
- Primary metric
- Lead conversion rate (visitors who complete the funnel as leads)
- Guardrails
- Lead quality (contact rate and sales-qualified rate)
- Share of leads with a valid phone number
- Drop-off rate at the new final step
- Who should test it
- Lead-gen businesses with multi-step quote or offer funnels that ask for contact details early, such as energy, insurance or home services. It matters less if your form is already short or the contact ask is already at the end.
Questions
What is progressive form capture?
It means asking for information in small pieces across several steps instead of all at once.
The most sensitive details, like a phone number, come last, once the visitor has a reason to share them.
Does asking for contact details later lower lead quality?
It can go either way, so track it.
People who reach a later step have shown more intent, which often helps quality, but check contact and qualification rates after launch.