Create a lead generation form

Create a lead form for the Downtown Coffee Shop offering a free coffee coupon. Include fields for full name, email, and phone number, and a single qualifying question: do you live within 10 miles of 142 Main Street? Set the privacy policy link to the coffee shop URL, add a short headline that reads Get a free coffee when you join our emails, and set the completion message to Show this barcode on your next visit. Turn on email notifications to the manager, Sarah Patel, and set lead delivery to our CRM hourly.

Before I publish the lead form, make it easier to convert. Put the offer and eligibility up front in the headline, reduce the number of fields to the minimum that still qualifies a lead, and offer one alternative field if people refuse phone numbers. Flag any wording that would trigger privacy concerns and give a one-sentence privacy reassurance for the thank-you screen.

We added phone number to the Downtown Coffee lead form and submissions dropped by 45% overnight. I need to know quickly if the phone field is the reason and whether to remove it or move it to later. I cannot tell if these leads are higher quality with phones or if I lost too many prospects. What is the most likely cause and the fastest A/B test I should run?

Across clients our lead forms sometimes convert well and other times tank, and we never learn why. It costs us revenue and makes pitches harder. Where am I failing in form design or follow-up, and what one habit should I adopt so every new form has predictable conversion and lead quality tracking?