They’re all good suggestions and ones we have already mostly deployed.
Adding little reasons in brackets under the high threat questions (email, phone) have nudged conversion up a fraction too.
Our buttons currently:
We changed “Next” to “Continue →” - why? Don’t ask me. You vouch for “Next”?
Final button is “Get My Free Report →”
One other thing re amount of fields on each step: we speculated that having the high threat questions, name, email, phone in single steps (our whole form is single field steps) was akin to little stabs to the user which was harming conversion. We thought that having these questions in a block at the end was better because the user was able to digest the threat questions once and deal with it. We only put email (reason), and phone (reason) on the last page.
We found conversions went down doing this and that it is better to go single step on the threat questions in the order that you specify above, ie. phone number is last. We still get fake phone numbers but that is because we are collecting leads in a highly commoditised market with a lot of shopping around and competition.
I don’t think we will ever solve our fake details problem. If people don’t want to be contacted they will not be contacted.
Hope that helps someone.