So unless you've been under a marketing rock for the past week, you've probably come across the results of the study conducted by Marketo on form fields and lead conversion. Essentially, the more fields you've got, the lower the conversion, and the higher the cost per lead. This study tells you something that you've probably felt in your gut all along. Giant forms scare people away. But we still keep seeing them everywhere! For some reason there's this idea that, if you're going to bother capturing that lead, you need to grab every possible piece of information about that lead while you're at it.