I've spent twenty years helping businesses optimize this.
It might not matter anymore.
In 2005 I co-founded Crazy Egg.
We built heatmaps to watch exactly where people quit your website.
And your form is where they quit.
81% of people have abandoned a form after they started filling it out.
So for twenty years, we all did the same thing.
Fewer fields. Bigger button. Better color.
One company cut eleven fields down to four, and conversions jumped 120%.
But think about what your form asks your customer to do.
Say you run a dental practice.
It's 10 PM, and someone lands on your site with one question: "Do you take my insurance?"
Your form makes them type their name, email, phone and message. Hit submit. And wait.
Your team calls them back tomorrow afternoon.
By then, they've already booked with the dentist down the road.
Now picture your website with an AI chat instead.
They type the question. It answers straight away: "Yes, we take your insurance."
Then it asks: "Want to come in this week?"
They pick Thursday at three. Booked. While you're asleep.
No form. No waiting. No losing patients to someone faster.
And it's all in your CRM by the time you wake up.
That's what our partners at HighLevel do with their conversation AI.
It does this for your website and in text and even direct messages.
We spent 20 years optimizing forms.
The next twenty might not have any.
It might not matter anymore.
In 2005 I co-founded Crazy Egg.
We built heatmaps to watch exactly where people quit your website.
And your form is where they quit.
81% of people have abandoned a form after they started filling it out.
So for twenty years, we all did the same thing.
Fewer fields. Bigger button. Better color.
One company cut eleven fields down to four, and conversions jumped 120%.
But think about what your form asks your customer to do.
Say you run a dental practice.
It's 10 PM, and someone lands on your site with one question: "Do you take my insurance?"
Your form makes them type their name, email, phone and message. Hit submit. And wait.
Your team calls them back tomorrow afternoon.
By then, they've already booked with the dentist down the road.
Now picture your website with an AI chat instead.
They type the question. It answers straight away: "Yes, we take your insurance."
Then it asks: "Want to come in this week?"
They pick Thursday at three. Booked. While you're asleep.
No form. No waiting. No losing patients to someone faster.
And it's all in your CRM by the time you wake up.
That's what our partners at HighLevel do with their conversation AI.
It does this for your website and in text and even direct messages.
We spent 20 years optimizing forms.
The next twenty might not have any.