# Multi-step life insurance quote form: +31.23% form submissions

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Form steps, Progress bar
- Test run by: [Reassured](https://liftarchive.com/practitioners/reassured/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/reassured/
- Page: https://liftarchive.com/test/reassured-multi-step-life-insurance-quote-form/

Turning a long, single-page life insurance quote form into a multi-step form with one question per step lifted form completions by 31.23%. The CRO team at Reassured, a UK life insurance broker, ran this test, and it was published as a VWO case study. A progress bar at the top showed users how close they were to finishing.

## Result

**+31.23% form submissions**

- Form completions, tracked as visits to the thank-you page: +31.23%.
- The lift was higher among desktop visitors. Separate desktop and mobile figures were not shared.
- The test ran for close to five weeks. Sample size and confidence level were not shared.

## Control

Visitors had to fill in a long form, with most fields on one page, before they could request a quote. It could look like a lot of work at first glance.

## Variant

The form was split into stages, each asking for one answer. A progress bar at the top showed how far along the user was.

## Why it likely won (our reading)

- One question at a time makes the form look short and easy, so more people start and keep going.
- The progress bar shows the end is near, which helps people push through the last few steps.
- Reassured noted that desktop users no longer had to scroll down a long page, which helped more of them submit.
- once someone has answered a few easy questions, they are more likely to finish what they started.

## Caveats

The test ran for about five weeks, but sample size and confidence level were not shared. The step format and the progress bar were added together, so the lift can't be split between them.

## How to run this test

- Hypothesis: If we split our long quote form into short steps with one question each and a progress bar, then more visitors will complete it, because the form will look less daunting and they can see how close they are to finishing.
- Primary metric: Completed form submissions (thank-you page visits)
- Guardrail: Drop-off at each step
- Guardrail: Lead quality or quote-to-sale rate
- Guardrail: Time to complete the form
- Who should test it: Lead-gen businesses with long quote or application forms, such as insurance, finance and home services. It is less likely to help if your form is already only a few fields, where extra steps just add clicks.

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Credit: Reassured ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/reassured-multi-step-life-insurance-quote-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.