HOW THE OVSIANKINA EFFECT GREW LEADS BY 53%

Summary from the TLDR Marketing newsletter

SFG20 increased lead capture by 53% by redesigning its demo request form into a two-step process. The original form had multiple required fields, which lowered completion rates, but shortening it wasn't an option due to lead quality needs. The variation initially showed only three fields, then revealed more after the user started, leveraging the Ovsiankina Effect. This reduced perceived friction and encouraged more users to complete the form.