Form-field math: show rate vs volume

You do not need a fake conversion-rate study to do the math. Each extra required field is a reason to abandon. The first-step form has one job: book a human on the lot (name, phone or text, which unit or job, when). Everything else is either (a) a field that helps the desk show up prepared — those can raise show rate — or (b) a field that asks for risk, documents, or homework before they have a time on the calendar. Those kill volume. Dana’s footer form that leads with SSN is (b). “We need it to pre-qualify” is a closer’s job after they are on the lot, not a Saturday-phone job.

Raise show rate (ask after name + phone, keep them optional or single-select): timeframe (“Saturday morning” / “this week” / “just looking”), trade (yes/no + year/make if yes), budget band, preferred contact (call vs text). The desk can staff the right closer and not waste a stall. Kill volume on step one: SSN, date of birth, employer + income, upload four photos of the trade before they can submit, “create an account,” a 400-word comment box required, captcha stacked on a 12-field wall. Pattern: identity + intent first. Credit file and photo packet after they have a time — or at the desk. If you cannot explain how a field changes whether they arrive, it does not belong on step one.