Form Abandonement Statistics: What You Need to Know for Your Business?

May 27, 2024 - Mike Hakob

Form abandonment is when users, potential customers, or temporary visitors find an online form on a website or a landing page and initiate interaction but fail to complete submitting the form. It can happen at any point during the form-filling process. Why should businesses care? Form abandonment can significantly impact user experience; here is how:

Lost leads: Each abandoned form represents a potential regular user who might have found the website difficult to understand or interact with.
Reduced sales: Online forms can be used to complete sales, meaning every form abandonment is a revenue loss.
Wasted resources: Online forms cost time and money, especially promotion forms; in such cases, abandoned forms are equivalent to wasted resources.

Form abandonment tracking can help website admins gain insights into users’ mental codes. By understanding their journey, developers can improve forms for increased conversion and completion rates.

Here’s what form abandonment insights can tell:

  • Identify which forms have the highest abandonment rates: This insight can help developers identify areas for improvement.
  • Identify which section users are abandoning: This insight can help developers identify problematic sections of a form’s design or content.
  • Identify reasons for form abandonment: Form tracking can analyze user feedback on a form to help identify why users abandoned it.

What Types of Forms Get Abandoned?

Filling out forms can be frustrating, leading to many users abandoning the process. Application forms are particularly prone to this, with some studies showing abandonment rates exceeding 75%. Interestingly, users find single-column forms easier to complete than multi-column ones. However, despite the perceived inconvenience, multi-step forms can actually lead to higher conversion rates for website visitors. Finally, checkout forms present a significant hurdle, with abandonment rates as high as 80%.

  • Over 80% of shoppers abandon booking and checkout forms [FormStory]
  • Application forms boast the highest completion rate of any type of form, with 75% of those who start filling it out completing it. [Zuko Analytics]
  • Users complete single-column forms an average of 15.4 seconds faster than multi-column forms [FormStory]
  • 50% of employers claim the length of their job application forms is effective at weeding out applicants who don’t want to finish. [SHRM]
  • 88% of checkout forms don’t include a single “Name” field, increasing friction and the time it takes to complete a form. [Baymard]
  • Multi-column formats take 15.4 seconds longer to complete compared to single-column layouts. [Zuko]
  • A multiple-step form has a higher conversion rate than a single-step form. [FormStory]
  • Single-column formats tend to result in faster form-filling compared to multi-column formats. [FormStory]

What are the Main Reasons for Form Abandonment?

Websites serve great functions; they provide information, services, and products. Online forms can assist with many of these roles. However, these forms can vary in design, length, and type. For instance, most users will abandon forms that are difficult to handle.
Forms contain sensitive information, which may concern some users; almost 30% of users will abandon forms due to privacy issues. Security concerns are the most common reason for users abandoning a form. Adding trust badges can help to allay these fears, especially when added to checkout forms. Form length is also a common deterrent, with 27% of users abandoning a form because it is too long. Advertisements or upselling is responsible for 11% of abandonments and a further 10% cite an unclear reason for collecting information.
However, not all users abandon forms, and with the right tools, safety considerations, design issues, and form comprehension matters can be solved. Form analytics can pinpoint the exact details of abandonment.

  • More than 67% of site visitors will abandon your form forever if they encounter any complications; only 20% will follow up with the company in some way. [FormStory]
  • People abandon online forms due to security concerns (29%), form length (27%), advertisements or upselling (11%), and unnecessary questions (10%) [Convertica]
  • Including dropdown fields in forms can result in high form abandonment rates. [FormStory]
  • 37% of users will abandon a form that asks for their phone numbers unless filling out the field is optional. [WPForms, 2021]
  • Using two-column forms is seen as confusing and could result in form abandonment. [WPForms, 2021]
  • 23% of users will not fill out a checkout form if they are asked to create a user account. [WPForms, 2021]
  • 12% of users will abandon online checkout forms if trust badges are absent. [WPForms, 2021]
  • If your form presents any usability issues, it risks being entirely abandoned by 67% of customers. [FormStory]
  • People frequently abandon online forms for various reasons. These include security concerns, which account for 29% of abandonment; form length at 27%; advertisements or upselling causing 11%; and 10% of users abandoning due to unnecessary questions. [FormStory]
  • According to a survey, around 50% of employers believe that the length of their job application forms effectively filters out applicants who are not genuinely interested, as these applicants are less likely to complete the form. [WPForms]
  • People tend to abandon comparison forms relatively quickly, with an average duration of 50 seconds, compared to an average overall form abandonment time of 1 minute and 43 seconds. [Zuko]
  • Research suggests that approximately 12% of people are more likely to abandon an online checkout form if it lacks trust badges. [WPforms]
  • Forms that include dropdown form fields experience the highest form abandonment rates. [WPforms]
  • When a form asks for a phone number, approximately 37% of people are likely to abandon the form unless the phone number field is made optional. [WPforms]
  • Enabling CAPTCHA on your form will likely result in a higher form abandonment rate. [WPforms]
  • Requiring users to create a user account during checkout can lead to approximately 23% of people deciding not to fill out the form. [WPforms]
  • If a part of your form is hard to navigate, it’s likely to be discarded entirely by 67% of users. [Zuko]
  • Using a two-column layout for forms can cause confusion and result in form abandonment. [WPforms]
  • The abandonment rate of the password field is significantly higher than the rest, with a mean of 10.5%. [FormStory]
  • Email and phone number questions also contribute to form visitor dropouts, as indicated by their respective abandonment rates of 6.4% (email) and 6.3% (phone number). [Zuko]

In Which Industries Does Form Abandonment Occur?

Below are statistics that help individuals understand how different users interact with online forms and their reasons for abandonment. The statistic focuses on four main reasons:

  1. Complexity: Statistics will refer to the industries with complex forms that have the highest form abandonment rates.
  2. Form use duration: Statistics will refer to the amount of time users spend on a form despite its simplicity or content.
  3. Form information: Statistics will refer to the type of user who abandons forms and the reason behind it.
  4. Industry segments: Statistics will refer to the number of users or frequency of form initiation per industry.
  • The average form abandonment rate is highest for the automotive industry (82%), followed by travel (49%), eCommerce (49%), and property (48%). It’s lowest for local government (3%) and insurance (6%). [Zuko]
  • Airlines have reported the highest online form abandonment rate at 81%, followed by nonprofits (77.9%), finance (75.7%), and retail. (75.8%) [WPForms, 2021]
  • On average, it takes approximately 8 ½ minutes to complete local government forms, and even those who abandon the forms typically spend around 3 minutes before discontinuing the process. [FormStory]
  • Abandonment rates for travel bookings tend to be higher due to the increased length and complexity of the forms. [FormStory]
  • Approximately 60% of job seekers are likely to abandon the form before completion. [SHRM]
  • Research indicates that a significant majority, precisely 76.9% of shoppers, tend to abandon checkout forms before completing their purchase. [SalesCycle]
  • In the legal services sector, the percentage of individuals who started interacting with a form after viewing it was recorded at 97.63%. [Zuko]
  • For services provided by Local Governments, an impressive 88.09% of form viewers started interacting with the form, indicating a high level of engagement. [Zuko]
  • In the field of Recruitment, a decisive engagement level was also seen, with 86.6% of viewers starting to interact with the form. [Zuko]
  • The Education sector saw a solid ‘View to Starter %’ of 79.24%, suggesting high interest among form viewers. [Zuko]
  • Utility service providers noted a ‘View to Starter %’ of 78.56%, reflecting an effective rate of user engagement. [Zuko]
  • Financial Services also enjoyed robust engagement, with a ‘View to Starter %’ of 75.51%. [FormStory]
  • In the Telecoms industry, 73.83% of form viewers progressed to interacting with the form, indicating a healthy level of engagement. [FormStory]
  • The Insurance industry saw a ‘View to Starter %’ of 73.13%, suggesting a substantial interaction rate. [feathery.io]
  • In the Forex Trading sector, 69.37% of viewers started interacting with the form, reflecting an active interest. [Zuko]
  • Travel industry forms saw a ‘View to Starter %’ of 67.30%, showing strong interest from viewers. [Zuko]
  • Automotive sector forms engaged 65.61% of viewers enough to start interacting. [Zuko]
  • In the Healthcare sector, the ‘View to Starter %’ stood at 64.18%, indicating a notable level of viewer interaction. [Zuko]
  • The Software industry saw a ‘View to Starter %’ of 63.39%, reflecting a significant degree of engagement. [Zuko]
  • Property sector forms engaged 60.12% of viewers to start interacting, indicating a reasonable interaction rate. [Zuko]
  • Charities saw a ‘View to Starter %’ of 59.07%, suggesting a reasonable level of viewer interaction. [Zuko]
  • In the Gambling industry, 58.22% of form viewers started to interact, indicating moderate engagement. [Zuko]
  • E-commerce forms saw a ‘View to Starter %’ of 55.94%, showing an appropriate level of interest among viewers. [Zuko]
  • The Education, Utilities, and Financial Services sectors also show strong engagement, with ‘View to Starter %’ over 75%.

form abandonement stats

General Form Abandonment Statistics

Online forms tend to have different responses. While they may be convenient for gathering user insight and customer data, they can be a bit overwhelming and frustrating for users. In this segment, we cover surprising online form statistics, observing reasons behind completion rates and reasons why users abandon form mid-fill:

  • Two-thirds of people who start filling out a form successfully complete it [Zuko Analytics]
  • 81% of people have abandoned at least one web form [The Manifest]
  • The password field has the highest abandonment rate on a form but email and phone number fields also cause people to drop out. [Zuko Analytics]
  • 20% of partial form responders will come back and complete the form if they are sent a link to the incomplete form. [FormStory]
  • Inline form-field validation causes an average 22% decrease in form errors and decreases the time taken to complete the form by 42%. [CXL]
  • The average form abandonment time is 1 minute and 43 seconds. [Feathery]
  • Forms with radio buttons can be completed an average of 2.5 seconds faster than a form with dropdown selection fields. [CXL]
  • The average checkout displays twice as many form fields as needed. [Baymard]
  • 84% of people prefer to fill out forms on a laptop or desktop computer. Only 3% prefer to fill out forms on a mobile device. [The Manifest]
  • A typical survey form response rate ranges from 5-30%. Surveys sent to B2B audiences typically experience a response rate of 10-15% higher than B2C industries. [Survey Planet]
  • Unexpected costs or hidden fees can cause 12% of users to abandon a form at checkout. [Baymard]
  • Over 44.1% of abandoned cart emails are opened and almost a third of clicks lead to recovered sales. [Dynamic Yield]
  • 60% of shoppers will abandon a checkout form if there is no return policy or the return policy is unclear. [SureCart]
  • In a study, it was found out that 49% of users actually gave additional details to an online form. [WPForms, 2021]
  • Of the 49%, only 16.5% completed the form. [FormStory]
  • A person’s desire to complete a form can be boosted by instilling a sense of urgency. [WPForms, 2021]
  • 30% of users will complete filling out an online form if they can get something in return. [WPForms, 2021]
  • Turning on an online form’s CAPTCHA is seen to result in higher form abandonment rates. [FormStory]
  • 81% of users have abandoned an online form after starting to fill it out. [The Manifest, 2018]
  • A measly 20% will follow up with a business in some way. [WPForms, 2020]
  • The average rate at which users return to a previously filled field is 4.55%. [Zuko]
  • A study found that 23% of users triggered autofill functionality when completing forms. [Zuko]
  • Among these users, the overall completion rate of the forms was 71%. [Zuko]
  • In comparison, for users who did not utilize autofill, the completion rate was 59%. [Zuko]
  • The address question typically takes users approximately 7.4 seconds to complete. [Zuko]
  • 81% of people have abandoned a form after beginning to fill it out. [The Manifest]
  • 29% of people cite security reasons as one of the main concerns when it comes to completing online forms, followed by form length 27%. [FormStory]

Online Forms User Experience Statistics

Like websites, online forms can have an emotional and intellectual response on a user. UX, a user experience, can directly impact the duration an individual may spend on a form, their willingness to complete it, and their opinion of a website. Approaching online forms through customer experience can help eliminate unwanted results, collect data, process orders faster, increase users, boost customer retention, and boost newsletter registration. Below are statistics that help individuals understand how users interact with different online forms:

  • Completing onboarding forms on mobile devices is more challenging than on desktops, with a completion rate of 35.33% on mobile and 50.8% on desktop. [Zuko]
  • 67% of users will discard your form if a part of it is hard to navigate. [FormStory]
  • Organizing similar input types can improve the user experience flow, preventing boredom or fatigue. [Zuko]
  • A decrease in the number of eye fixations by 47% was also observed. [A List Apart]
  • When success messages fade away, participants worry that their actions have turned the once-valid fields into invalid ones. [A List Apart]
  • 27% of the global online population uses mobile search. For forms that require extensive text input, offering a voice option for completion can be a valuable alternative. [Zuko]
  • Dropdown menus are well known for their adverse effects on user experience. [Zuko]
  • Creating easy-to-use forms improves the rate of first-time submissions with no errors from 42% to 78%. [Nielsen Norman Group]
  • In 2019, the average length of a web form was reported to be five form fields. [HubSpot]
  • Implementing an improved checkout design can decrease form abandonment rates by up to 35%. [WPforms]

How to Reduce Form Abandonment?

Striving to continuously improve online forms and reduce abandonment is crucial for business survival. Nowadays, most users seek streamlined services. Improving online forms can significantly impact users’ experience by reducing the amount of time they spend searching for information. Not only that, but forms can help businesses respond to users faster and more efficiently.

  • Limiting the number of form fields to three can reduce form abandonment rates. [FormStoryt]
  • Improving the design of checkout forms can reduce form abandonment by as much as 35%. This is equivalent to $260 billion in recovered orders. [WPForms, 2021]
  • Online form readability and form conversions can be improved by using left-aligned labels. [WPForms, 2021]
  • Higher form completion rates can be achieved by placing labels on top of form fields. [FormStory]
  • Reduction of the number of fields leads to more conversions. [Convertica]
  • The CTA anchor text “Click Here” results in higher conversion rates. [FormStory]
  • Using the anchor text “Submit” decreases conversion rates by up to 3%. [Start Up Bonsai]
  • Placing lead-generation forms above the fold is known to get good results. [FormStory]
  • 84% – The difference in how users treat above- vs. below-the-fold forms. [Neil Patel]
  • Reducing the number of form fields could boost conversion rates by almost 50%. [HubSpot]
  • Conversion rates have been found to slightly decrease as the number of form fields increases. [HubSpot]
  • Placing multiple dropdown fields on a landing page has been linked to lower conversion rates. [FormStory]
  • The optimal number of form fields is three. [FormStory]
  • The quality of copy influences an online form’s conversion rate. [Convertica]
  • The use of gamification could increase an online form’s conversion rate by 51.67%. [Convertica]
  • Retargeting ads are seen to lure people who abandoned online forms back as 26% of them click on such ads. [Convertica]
  • Making the phone number field optional can significantly improve completion rates, almost doubling the number of form submissions. [WPforms]
  • Users could complete the form with inline validation 42% faster than the form without it. [A List Apart]
  • When participants in a study used forms with inline validation, they were quicker, more efficient, made fewer mistakes, and exhibited higher satisfaction levels. [A List Apart]
  • There was a 22% increase in the number of users who completed the form using inline validation. [FormStory]
  • Users also reported a 31% higher satisfaction rate when using the form with inline validation. [A List Apart]
  • Even removing a single form field can significantly impact form conversions. [FormStory]
  • If a form requests a phone number, the conversion rates can decrease by up to 5%. [Zuko]
  • Including street address may cause a decrease of 4%, while asking for a person’s age may result in a reduction of 3%. [Zuko]
  • 49.7% of organizations state that online forms outperform other tools to convert more leads. [FormStory]
  • Placing the question label to the top left of the input field can improve the efficiency of form completion. [Zuko]
  • Research shows viewers generally take longer to process text written in all capital letters than lowercase letters. [FormStory]
  • A distinct, well-labeled CTA button could receive 232% more clicks than a congested landing page. [FormStory]
  • After implementing trust badges on forms, overall conversions experienced a significant boost, an increase of 16% compared to the previous performance without trust badges. [Zuko]

Sources:

  1. https://baymard.com/blog/checkout-flow-average-form-fields
  2. https://www.feathery.io/blog/online-form-statistics
  3. https://financesonline.com/form-abandonment-statistics/
  4. https://www.shrm.org/topics-tools/news/technology/study-job-seekers-abandon-online-job-applications
  5. https://www.zuko.io/blog/25-conversion-rate-statistics-you-need
  6. https://themanifest.com/web-design/blog/6-steps-avoid-online-form-abandonment
  7. https://wpforms.com/online-form-statistics-facts/
  8. https://www.zuko.io/benchmarking/industry-benchmarking
  9. https://www.zuko.io/blog/25-conversion-rate-statistics-you-need
  10. https://formsort.com/article/key-form-completion-stats-in-2023/
  11. https://cxl.com/blog/form-design-best-practices/
  12. https://www.feathery.io/blog/online-form-statistics
  13. https://baymard.com/blog/checkout-flow-average-form-fields
  14. https://blog.surveyplanet.com/average-survey-response-rate-what-is-a-good-survey-response-rate
  15. https://www.dynamicyield.com/article/abandoned-cart-emails/
  16. https://surecart.com/wordpress-tutorials/reduce-shopping-cart-abandonment/
  17. https://alistapart.com/article/inline-validation-in-web-forms/
  18. https://www.nngroup.com/articles/web-form-design/
  19. https://www.hubspot.com/marketing-statistics
  20. https://www.hotjar.com/blog/cart-abandonment-stats/
  21. https://financesonline.com/form-abandonment-statistics/
  22. https://sleeknote.com/success-stories/minimumhttps://baymard.com/lists/cart-abandonment-rate

Mike Hakob

Mike Hakob is a seasoned digital marketing maven with over 15 years of mastery, and the visionary Co-Founder of FormStory. As the driving force behind Andava Digital, he has dedicated his expertise to empowering small to medium-sized businesses, crafting tailor-made websites and pioneering innovative marketing strategies. With a graduate degree in Management of Information Systems, Mike seamlessly blends the realms of technology and marketing, consistently setting new industry benchmarks and championing transformative digital narratives.