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Form friction calculator

Add the fields your form asks for. The calculator weighs each one by how much effort and trust it asks of a visitor, and tells you what to cut first.

Your form fields

Submit button text

Friction score

14

Lower is easier

Level

High

6 fields, 6 required

What to change

Needs work Remove “Budget” or make it optional. Asks for commitment before you've shown value.
Needs work Remove “Phone number” or make it optional. Many people expect sales calls once they share a number.
Needs work Remove “Message” or make it optional. A blank text box makes people stop and compose.
Could be better 6 fields. Consider a two-step form: ask for name and email first, then the rest on step two.
Needs work Change the button from “Submit” to the outcome, e.g. “Get my free quote”.

Preview

Full name

Email

Phone number

Company

Budget

Message

Submit

Weights reflect typing effort and how personal the question is. Optional fields count half.

What form friction is

Every field on a form is a small cost: something to type, something to think about, or something personal to hand over to a company the visitor doesn't know yet. Form friction is the sum of those costs. Too much of it and people who were ready to enquire give up halfway.

How fields are weighted

1 point: fields everyone expects, such as name and email.
2 points: extra typing that helps you more than them: company, website, “how did you hear about us”.
3 points: fields that ask for effort or invite a sales call: phone, open message boxes, passwords.
4–5 points: commitment or personal data before trust exists: budget, street address, date of birth.

Optional fields count half, because some visitors still stop to wonder whether they should fill them in.

How to reduce friction without losing lead quality

Ask only what you need for the first conversation. Collect the rest on the call or in onboarding.
Use a two-step form: name and email first, qualifying questions second. People who start are more likely to finish.
Replace open text boxes with a short choice (“What do you need help with?”).
Rename the button to the outcome and add a reassurance line about response time and privacy.

PageScore's full audit counts the fields on your live form and checks the submit button wording automatically.

Questions

How many fields should a lead form have?

For a first enquiry, three or four is usually enough: name, email, and one qualifying question. B2B forms that need company details can go higher, but every extra field should earn its place.

Should I ask for a phone number?

Only if you'll actually call, and say so. Making phone optional, or explaining why you ask (“so we can confirm your appointment”), lowers the hesitation.

Do multi-step forms work better?

They often do for longer forms, because the first step is easy and people who start want to finish. Keep the first step to the lowest-friction fields.

Does this predict my conversion rate?

No. It's a structured way to spot avoidable friction. Confirm changes by comparing completion rates before and after, or with an A/B test.