THE HYPOTHESIS
Analytics showed a heavy drop-off on the final step where users were asked for name, phone, and email all at once; it felt like handing over everything in a single ask.
Restructured the form by moving the email field to an earlier step, separating it from the phone field so the contact ask felt more progressive and less invasive.
THE RESULT
The repositioned email field reduced friction at the final step and lifted overall conversions by 3.48%.