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> When we launched, the number of people completing the form doubled.

I don't want to be that guy, but the title is misleading. The number of users completing the form doubled.

No, it's actually people. FTA: 'My client was a utility company, and they had a big problem. To apply for their services, customers could either use an old ASP form on the website...'

Ie customers of the utility company were completing the form, not random users from the internet.

FTA? Free Trade Agreement?

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