Online shoppers (especially mobile) are intimidated by forms. They’re hard to fill out, take a long time, and often make the user give up information they don’t want to. A Small Ask is a good way to get the ball rolling. Definition: Small Ask is when you inspire the shopper to take a single action.
In the bottom right screenshot, “For whom do you need a hearing aid?” is the Small Ask. It’s an innocent and non-threatening question (that’s the key).
Once the user answers the Small Ask they are shown the rest of the form. At this point it’s likely they will continue (sunk cost syndrome). The user thinks, “I already answered this first question, might as well take a look at the next.” This is why the image on the right works so much better than the one on the left.