# Making the profession field required: +12.52% completed requests

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Form fields
- 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-mandatory-profession-field/

Making the profession field mandatory, with more options to choose from, raised visits to Qualicorp's request-received page by 12.52%. Wingify Services, the consulting team at VWO, ran the test with the Brazilian health plan administrator over seven weeks. It was published as a VWO case study.

## Result

**+12.52% completed requests**

- Visits to the request-received page, which confirms a lead: +12.52%, reported at 100% confidence.
- Visits to the plan results page: +4.33%.
- The test ran for 7 weeks with a 50/50 split. Sample size was not shared.

## Control

The profession field in the health plan quote form was optional and offered a 'none' option. Visitors who picked it got no health plans on the results page.

## Variant

The profession field became required, so visitors could not continue without picking one, and the list included more professions to choose from.

## Why it likely won (our reading)

- Plans in this market depend on profession. Without one, visitors hit an empty results page and had nowhere to go. A required field removed that dead end.
- More profession options meant more visitors could find one that fit, instead of falling back on 'none'.
- This test shows that adding a requirement is not always friction. A field that makes the next step work can lift conversion.

## Caveats

Sample size was not shared, and the result is reported in a vendor case study.

## How to run this test

- Hypothesis: If we make a field required when the results depend on it, and offer enough options to cover most visitors, then more visitors will reach a useful result and submit a lead, because nobody lands on an empty results page.
- Primary metric: Completed lead submissions (visits to the confirmation page)
- Guardrail: Drop-off on the step with the required field
- Guardrail: Share of visitors reaching the results page
- Guardrail: Lead quality
- Who should test it: Lead-gen and comparison sites where results or pricing depend on one answer, such as insurance, loans or B2B quotes. If an optional field has no effect on results, making it required will probably just add friction.

---

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