RULE: Forms under ~7 fields stay single-step. Multi-step only when total fields cross the threshold.

Rule: Default to single-step forms for fewer than 7 total fields. Use multi-step only when the form is genuinely longer (qualifier + contact + details).

Why: Zuko (Zuko: multi-step forms only outperform single-page above ~7 fields; below that, neutral or worse) reports the multi-step lift evaporates below 7 fields and may go negative. The headline "multi-step forms 3× single-step" stat (Formstack 2014: multi-step forms 13.9% vs 4.5% single-step (n=450k+ accounts) — directional, not RCT) reflects longer forms in the underlying dataset, not pagination per se. Adding steps to a 4-field contact form costs clicks for no measurable conversion lift.

How to apply:

• Contact / inquiry forms: name + email + 1-2 short fields = single step
• Quote request forms: vertical selector + contact details + service-specific fields = multi-step makes sense, with the vertical selector as step 1 (the value is internal lead routing, not conversion lift — see Zuko: multi-step forms only outperform single-page above ~7 fields; below that, neutral or worse caveat)
• "Multi-step boosts conversion" claims used in pitches: cite Venture Harbour: multi-step forms up to 300% better than single-page — correctly attributed (NOT CXL/ConversionXL) correctly (NOT CXL) and disclose the field-count threshold