This document presents 3 case studies that demonstrate reducing form fields can significantly improve conversion rates. The first case study shows a 166% increase in leads by reducing fields from 20 to 4. The second case study shows a 188% increase in leads making similar reductions. The third case study shows an 816% growth in subscriptions by reducing fields from 13 to 3. All of these case studies provide evidence that reducing form field friction can dramatically improve performance.