What are Multi-step forms?
Step forms present different questions on different form steps rather a single page. This way, you can provide an easy and simple user journey for even more complicated inquiry processes, lead forms and surveys.
Multi-step forms are based on the foot-in-the-door technique. The more questions you get a visitor to answer, the more likely it becomes the form gets filled.
Multi-step forms:
An interactive form that presents questions on different steps rather than a single page, creating a complete user journey that only shows the relevant information at the step.
Why Step Forms Can Increase Conversions?
Think about it yourself: If you get into a conversation with a good salesperson, you will first get asked about your needs. You will explain what you need, what you expect and before you’ll get asked about personal details, you have already taken your time to share a lot of information. Because you spent this time, you are way more likely to take the final steps. You are happy to provide your email, phone number or address to get more information.
Why do we as humans act this way? There are a few important points that come into effect here. Firstly, every question you answer is a micro-commitment. In real life, every “Yes” and answered question makes you less likely to stop. Online, the more you go through the form, the more reward you feel because you already invested in the process.
This is an effect that you can’t really experience in a simple web form.
A multi-page form often has a progress bar which indicates how far you’ve come which plays into this tendency to continue the journey.
Secondly, the information in multi-page forms is simply much easier to process for humans. If you see 10 questions at the same time, you feel more overwhelmed than having everything nicely presented on different stages.

Users step by step process of filling a multi-step page form for lead collection
Finally, you can personalise multi-step journeys which you can’t do with single-step forms. For example, you can ask a service requirement question with 5 choices on step 1. When clicking on a certain choice, you can send the user onto a different path than for other choices.
This way you provide a chatbot-like experience in a form, providing relevant and personalised information that makes your web visitor feel understood.
Chatbots Vs. Step Forms
Speaking of chatbots, can these be an to an alternative to lead forms?

Chatbots for customer support service
Chatbots are great for support requests and two-way interaction, they even work while promoting coupons. However, chatbots have limitations when it comes to more defined offers and lead capture.
A lead might be ready to enquire and just wants to get in touch. A chatbot would not be appropriate here because there is no need for a conversation, especially not for a human-like bot with possibly irrelevant answers that makes things more complicated than they have to be.
Who should use Multi-step forms?
A multi-step form example built with LeadGen App
Multi-step lead forms are a great solution for any type of business that needs to capture more quality leads. No matter how big your organization, lead enquiry forms greatly benefit breaking questions into steps because of the user-centric and structured way of presenting information.
Step forms are perfect for B2B brands because these are type of companies with a huge need for capturing leads. Especially if you are a small-or medium-sized business that only works with a limited number of clients, multi-step forms can enhance the customer experience and be a great fit. You can use them for increasing lead quality at the same time.
There is not just a good case for using multi-step forms for lead capture. Multi-step forms are also great for capturing client project details in a briefing. Also, you can use them for hiring processes, questionnaires, conditional forms, calculators, quote generators and more.
If you are a B2C brand, you can use multiple-step forms for the same purposes, including e-commerce checkouts, linking the form to a payment gateway. In the meatime, don't forget about adding brand elements such as custom logo designs, your slogan, etc which will make customers remember your brand more effectively.
Marketing and web agencies use these forms on their own presence, but even more so across their client campaigns.
A lot of LeadGen App users are agency owners that work on client lead campaigns and web projects. You can use LeadGen App to build lead-generating landing page & conversion-focused web forms.

What factors help me increase conversion rates in multi-step lead forms?
Above all, you can increase conversion rates through rigorous testing. Test your lead forms as much as you test your web designs and online ads. This is exactly where most marketers stop. They invest a ton of money into high-quality web design that looks beautiful, but that actually doesn’t convert. They invest a ton of money in blog content that has no love and just use simple forms.
You can now imagine the result of all this: You are missing out on a ton of conversions because there wasn’t enough focus on the different conversion-driving elements, including the lead forms.
You might have the most beautiful lead form, but it just doesn’t convert well. Or you might have a form that ticks all the boxes for conversion-friendliness, but your web-page is unoptimized, contains poor text copy or you simply have the wrong type of traffic.

Comparing two similar, but different LeadGen App multi-step form variants using A/B testing to find the best converting form
This now sounds like a huge mountain to climb, looking at all these different factors. Sure, there are many factors, but the lead form is a big one of them, so it’s a good place to start purely with the form.
Create two different form variations and run a form A/B test. It’s important you don’t mix form variations with landing pages variations. Focus on just one factor: Your form.
Different form variations to perform A/B test
In theory, choosing a lower number of questions and more form personalization (starting with service need before asking for personal details) increases chances for better conversion rates.
Other key factors are form design (match it with your website and brand identity) and fast form load time (dependent on image and content files used in form).