Hiding pre-filled fields increases form submissions

+15% qualified lead increase

Hiding fields automatically enriched by a data provider, such as company name and size, led to a significant increase in form submissions. By reducing visible fields, the form appeared simpler and less time-consuming to visitors.

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Intent

Friction

This experiment aimed to align the form with visitor expectations. When downloading a book, prospects generally expect a simple, straightforward process and may not want to provide company details like name or size. By leveraging real-time enrichment to fill these fields and hiding them from view, we streamlined the form without adding extra effort for the user. This made the experience feel easier and more in line with user expectations, leading to more form completions.

Motivation

Plays