# Removing repeated form fields: +19.31% completed quote 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-remove-repeat-fields/

Dropping the name and date-of-birth fields from step two of a health plan quote form, because visitors had already typed them on the homepage, raised completed quote requests by 19.31%. Clicks on the main Request Contact button rose 24.68%. Wingify Services, the consulting team at VWO, ran this test with Brazilian health plan administrator Qualicorp, and it was published as a VWO case study.

## Result

**+19.31% completed quote requests**

- Clicks on the main form button (Request Contact): +24.68%, reported at 100% significance.
- Visits to the request-received page, which confirms a lead: +19.31%, reported at 100% confidence.
- The test ran for 14 days with traffic split 50/50 and all visitors included. Sample size was not shared.

## Control

Visitors entered their name and date of birth on the homepage to start a quote. On step two of the form, they were asked to fill in those same two fields again.

## Variant

Step two no longer asked for name and date of birth. Visitors only filled in the fields they had not already answered.

## Why it likely won (our reading)

- Asking for the same details twice makes a form feel longer and suggests the site is not paying attention. Removing the repeat cut both effort and annoyance.
- Fewer fields on a step usually means fewer chances to drop off before submitting.
- Visitors who had already started on the homepage were committed. Keeping step two short let that momentum carry through.

## Caveats

The test ran for 14 days. Sample size was not shared, and the result is reported in a vendor case study.

## How to run this test

- Hypothesis: If we stop asking for details visitors already gave us earlier in the funnel, then more of them will submit the form, because the step feels shorter and less repetitive.
- Primary metric: Completed lead submissions (visits to the confirmation page)
- Guardrail: Lead quality or contact rate by sales
- Guardrail: Share of leads with missing or wrong data
- Guardrail: Errors in passing data between steps
- Who should test it: Lead-gen businesses with multi-step quote or application forms where an earlier step or homepage widget already collects some fields. If your form never repeats a question, look for other friction instead.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/qualicorp-remove-repeat-fields/).
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.