# Long claim form split into four stages: 1.77% to 4.33% conversion

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Multi step form, Form fields, Question order
- Date shared: 2023-03
- Test run by: [Apexure](https://liftarchive.com/practitioners/apexure/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.apexure.com/case-study/b2c-agency/
- Page: https://liftarchive.com/test/reclaim-my-ppi-tax-four-stage-claim-form/

Turning a single long claim form into a four-stage form with the easier questions first lifted end-to-end lead conversion from 1.77% to 4.33%. Apexure ran this A/B test in Unbounce for Reclaim My PPI Tax, a UK online tax rebate claims service. Several form changes shipped in one variant, so the lift belongs to the redesign as a whole.

## Result

**1.77% to 4.33% conversion**

- End-to-end lead conversion rate: 1.77% to 4.33%, about a 145% relative lift.
- Fewer people dropped out part way through, according to the agency.
- Splitting the form, reordering questions and changing the field layout were tested together, so no single change gets the credit.
- The test ran for about a month on paid traffic. No visitor or claim counts were shared.

## Control

One long claim and registration form asking for case background as well as personal details.

## Variant

The same questions split into four stages with a progress bar, easier questions moved to the front, and some fields placed side by side instead of in one column.

## Why it likely won (our reading)

- Breaking the form into stages made it look less daunting at first glance.
- Easy questions first let people build momentum before the harder case details, so they were more invested by then.
- Side-by-side fields shortened the visible form and made it quicker to scan.

## Caveats

Several form changes in one variant. About a month of paid traffic, but no traffic counts or confidence level were given.

## How to run this test

- Hypothesis: If we split our long form into short stages and put the easiest questions first, then more visitors will finish it because each step feels small and they build momentum before the harder questions.
- Primary metric: End-to-end form completion (lead) rate
- Guardrail: Lead quality or accepted-claim rate
- Guardrail: Drop-off at each stage
- Guardrail: Mobile completion rate
- Who should test it: UK lead-gen businesses that rely on long online claim, application or quote forms fed by paid traffic. A short form with only a few fields may not gain from being split into steps.

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Credit: Apexure ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/reclaim-my-ppi-tax-four-stage-claim-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.