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CASE STUDY · CRO

The cost of one form field °

User-behaviour tracking found a single date-of-birth field quietly killing conversions. One redesign, no other changes, and completions jumped.

Client
Financial Services (anonymised)
Service
Web and CRO, Microsoft Clarity
Sector
Financial Services
The Results

One field, ninety leads a week.

  • +53% form conversion rate uplift (7.57% to 11.6%)
  • +90 additional leads per week, from one field change

The Brief

After implementing Microsoft Clarity on a financial services website, we uncovered a critical friction point in the lead capture form: some users were struggling to enter their date of birth. The input required excessive scrolling, creating unnecessary effort at the most important conversion moment in the journey.

What We Did

  • Watch real journeys. Implemented Microsoft Clarity to track the full user journey and identify conversion blockers.
  • Isolate the blocker. Identified the date of birth field as the primary drop-off point.
  • Change one variable. Redesigned the field with a simplified number input and made no other changes to the page.

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