# Multi-step 'tool-like' lead form: 11% to 46% conversion

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Multi step form, Form layout
- Date shared: 2016-08
- Test run by: [Venture Harbour](https://liftarchive.com/practitioners/venture-harbour/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://ventureharbour.com/multi-step-lead-forms-get-300-conversions/
- Page: https://liftarchive.com/test/venture-harbour-b2c-finance-multistep-tool-form/

Moving to a multi-step form that felt like an interactive tool lifted lead conversion from 11% to 46% on a B2C financial lead generation site. Venture Harbour (Marcus Taylor) ran the site and reported the result on its blog. The figures compare before and after, not a split test.

## Result

**11% to 46% conversion**

- Lead conversion rate: 11% before, 46% after.
- This is a before-and-after comparison, so other changes in traffic or offer over the same period could play a part.
- Sample size, test length and lead quality were not shared.

## Control

The site's previous lead form. The source does not describe it.

## Variant

A multi-step form designed to feel like a tool, guiding visitors through questions one step at a time.

## Why it likely won (our reading)

- A form that feels like a tool promises an answer at the end, which gives visitors a reason to keep going.
- Short steps lower the effort each screen asks for.
- Finance shoppers are often comparing options, so a guided set of questions fits how they think.

## Caveats

Before-and-after data with no description of the old form, no test method and no sample size. Venture Harbour later sold a multi-step form tool, so treat the number as a directional example.

## How to run this test

- Hypothesis: If we turn our lead form into a short step-by-step tool that gives visitors a useful result, then more visitors will finish it because they get something back for their answers.
- Primary metric: Lead submissions per visitor
- Guardrail: Lead-to-sale or lead acceptance rate by buyers
- Guardrail: Drop-off at the contact details step
- Who should test it: Lead generation sites in finance, insurance or other comparison-led markets where visitors want a quote or recommendation. It fits less well if all you need is a name and email.

---

Credit: Venture Harbour ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/venture-harbour-b2c-finance-multistep-tool-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.