# Brochure form with social proof and 'optional' labels: +5.21%

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Social proof, authority & press, Form fields, Trust logos
- Test run by: [Springest](https://liftarchive.com/practitioners/springest/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/springest/
- Page: https://liftarchive.com/test/springest-brochure-form-social-proof/

Springest's redesigned brochure request form, with social proof in the sidebar and 'optional' labels in place of asterisks, lifted form completions by 5.21%. Springest, a Dutch course comparison site, ran the test itself, published as a VWO case study. Several changes shipped together, so the result can't be credited to any one of them.

## Result

**+5.21%**

- +5.21% brochure form completions.
- 97% statistical significance, based on over 2,500 conversions.
- Springest estimated the change was worth about €50,000 extra that year.

## Control

The brochure request form for a training course had intro text, a logo, and asterisks marking required fields.

## Variant

The intro text and logo were removed. A sidebar added user quotes and logos of well-known Dutch brands, and optional fields were labelled 'optional' instead of marking required fields with asterisks.

## Why it likely won (our reading)

- Quotes and familiar brand logos may have eased doubts about handing over details for a brochure.
- Labelling only the optional fields makes the form feel shorter and less demanding.
- Removing the intro text and logo put the form and the reassurance closer to the top.

## Caveats

Bundled test: social proof, layout and field labels changed at once, so no single change can take credit. The €50,000 figure is the company's own estimate.

## How to run this test

- Hypothesis: If we add user quotes and known brand logos beside our lead form and mark optional fields instead of required ones, then more visitors will complete it because they feel less doubt and less effort.
- Primary metric: Form completions per visitor
- Guardrail: Lead quality or downstream enrolments
- Guardrail: Share of optional fields left blank
- Guardrail: Form start rate
- Who should test it: Lead-gen and marketplace sites with long request forms. Test the changes one at a time if you want to learn which matters. Expect less effect if your form already has strong social proof.

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Credit: Springest ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/springest-brochure-form-social-proof/).
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.