# One-page inquiry form split into seven steps: +154% conversion rate

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Multi step form
- Date shared: 2015
- Test run by: [HomEquity Bank](https://liftarchive.com/practitioners/homequity-bank/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/how-homequity-caters-to-seniors
- Page: https://liftarchive.com/test/homequity-one-page-to-seven-step-form/

HomEquity Bank replaced its one-page reverse mortgage inquiry form with a seven-step form and saw a 154% lift in conversion rate. The bank's own digital team ran the test in late 2015, and it was published as a MarketingSherpa case study. HomEquity Bank sells the CHIP reverse mortgage to Canadian homeowners aged 55 and older.

## Result

**+154% conversion rate**

- Conversion rate: +154% compared with the one-page form.
- Sample size, duration and confidence were not shared.
- The team later cut the form to four steps for a further 53% lift, so seven was not the final answer.

## Control

A single-page inquiry form, reached by clicking a button on the homepage, with all questions shown at once.

## Variant

The same inquiry split across seven steps, so visitors answered a few questions at a time.

## Why it likely won (our reading)

- Seeing one short step at a time makes the form feel less like work for an audience that the team found preferred simple pages.
- Once visitors answer the first easy question, they are more likely to finish what they started.
- Fewer fields per screen means bigger text and buttons, which the bank found its older visitors liked.

## Caveats

The source does not describe the test setup, sample size or duration. The audience is Canadians aged 55 and older, so results may differ for younger visitors.

## How to run this test

- Hypothesis: If we split our long inquiry form into short steps, then more visitors will finish it because each screen asks for less at once.
- Primary metric: Form completion rate (inquiries per form visitor)
- Guardrail: Lead quality or contact rate
- Guardrail: Drop-off by step
- Guardrail: Mobile completion rate
- Who should test it: Lead-gen businesses with forms of six or more fields, such as financial services, insurance or home services. It is less likely to help if your form is already two or three fields.

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Credit: HomEquity Bank ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/homequity-one-page-to-seven-step-form/).
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.