# Floating labels on a quote form: +16.93% completed requests

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Form design
- Date shared: 2020
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/qualicorp/
- Page: https://liftarchive.com/test/qualicorp-floating-field-labels/

Showing each field label above the box only once a visitor clicked into it, in a clearer font and size, raised visits to Qualicorp's request-received page by 16.93%. Wingify Services, the consulting team at VWO, ran the test on step two of the Brazilian health plan administrator's quote form. It was published as a VWO case study.

## Result

**+16.93% completed requests**

- Visits to the request-received page, the main goal: +16.93%, reported at 100% significance.
- The test ran for 12 days with all traffic included and a 50/50 split. Sample size was not shared.
- Qualicorp made the variant live for all visitors.

## Control

Step two of the quote form showed field labels at all times. Form analysis showed many visitors dropped off here, and the labels were hard to read.

## Variant

Each label appeared above its field only after the visitor clicked into it. The label font and size were also changed to make them easier to read.

## Why it likely won (our reading)

- A less cluttered step looks shorter and easier, which can reduce drop-off.
- Clearer labels help visitors know what each field wants, so fewer get stuck or make errors.
- The test changed two things at once, label behavior and legibility, so we cannot say which mattered more.

## Caveats

The variant changed both when labels appear and how they look, so the lift cannot be split between the two. Sample size was not shared, and the result is reported in a vendor case study.

## How to run this test

- Hypothesis: If we make form labels easier to read and show them only when a field is active, then more visitors will finish the step, because the form looks less cluttered and each field is clear when it matters.
- Primary metric: Completed form submissions
- Guardrail: Field error rate
- Guardrail: Time to complete the form
- Guardrail: Accessibility checks, such as screen reader labels
- Who should test it: Lead-gen businesses with longer forms where analytics show drop-off on one step. Keep labels accessible: placeholder-only designs can confuse people once they start typing, so test a pattern that keeps the label visible after focus.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/qualicorp-floating-field-labels/).
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.