Respecting your visitor’s time and privacy is important for a good user experience. If you require the user to fill in too much information, especially if the information is non-essential or could be considered intrusive, users may abandon your platform or process before completion. Collect only information that are required to effectively communicate, segment, or service the client. If more information is required, it can be collected later when they are further down the sales process, or collected from user usage data with their permission and without their input. Your lead forms are no exception, a common example being the 'Name' field. Whilst many forms require it, the lead's name often isn’t relevant to the product/service, and doesn’t directly support the sale. Consider making it optional or removing it entirely to improve conversion rates.