CRO
Form friction audits: the fastest CRO win on NZ B2B sites
Every optional field is a tax on pipeline. Audit forms against the decision you actually need this quarter.
Long demo forms feel thorough to sales and lethal to conversion rate. If marketing needs volume and sales needs qualification, split the journey — do not force both into one wall of fields.
Minimum viable enquiry
Keep primary forms short. Capture enrichment later via progressive profiling or sales outreach. Measure completion by device — mobile often reveals fields you never needed.
Form work sits inside broader CRO and often pairs with professional services growth programs.