Form Statistics: Must-Know Data About Form Abandonments and Conversions

May 22, 2024 - Mike Hakob

Online forms are interactive tools businesses can use to collect information from website visitors without the need for physical documents. They offer a solution for collecting payments, user data, or even formal agreements like contracts and proposals. But their true power goes beyond simple data collection to lead generation.

Primarily, they are vital for data collection, allowing businesses and organizations to gather essential information from users. Beyond customer data gathering, online forms are one of the important tools for lead generation. Forms are the direct mechanism for businesses to capture contact details and nurture leads through targeted marketing efforts. They collect contact details like name, phone number, and email address. When users submit a form, their interaction indicates their interest in a specific product or service. Additionally, some forms can be designed as surveys to evaluate user experience with the website, services, or products. When businesses offer something through their websites, like a discount, a promotion, or a product, they can use online forms to collect the contact information of website visitors interested in these offerings. Online forms can streamline communication with these leads by automatically passing their information to other channels, such as a marketing email list.

They also play an important role in user engagement, offering a platform for users to interact with websites by signing up for newsletters, registering for events, or providing feedback. This interaction not only improves the user experience but also helps businesses maintain an active connection with their audience.

A well-designed online form can efficiently handle common requests like refunds and cancellations. It can also route customer questions to the appropriate channel, such as live chat or email support, for faster resolution.

Online Form Usage Statistics

The effectiveness of online forms varies significantly across different industries. Forms reflect the unique challenges and opportunities within each sector. According to data from Ruler Analytics, industries such as industrial, professional services, and B2B services exhibit the highest form conversion rates at 2.8%, 2.5%, and 2.2% respectively. These sectors benefit from targeted, niche audiences that typically seek specific information or services, leading to higher engagement on forms. In contrast, industries like real estate, B2B eCommerce, and B2C eCommerce struggle with much lower conversion rates of 0.6%, 0.7%, and 0.8% respectively. This section will explore the factors influencing these disparities in online form usage and discuss strategies that sectors with lower conversion rates might employ to improve their performance and enhance user interaction.

  • Around 9.09% of individuals who encounter a contact form choose to submit it. [Zuko]
  • Nearly 95% of individuals who begin insurance forms successfully complete them. [FormStory]
  • For application forms, approximately three-quarters, or 74.51%, are completed once they’ve been initiated. [Zuko]
  • When it comes to registration forms, 63.37% are filled out entirely after the process has begun. [Zuko]
  • Purchase forms see a completion rate of 58.19% after they are started. [Zuko]
  • The completion percentage after being started for inquiry forms is 66.78%. [FormStory]
  • Onboarding forms have a completion rate of 68.37% after the start of the process. [feathery.io]
  • However, less than half of contact forms, precisely 37.85%, are completed after initiation. [Zuko]
  • Property sector forms typically require an average completion time of 7 ½ minutes. [feathery.io]
mobile form usage data

Data source: feathery.io

Online forms serve many purposes. They can be contact forms or complex surveys to collect insights. Signup forms collect information for newsletters, whereas order forms handle purchases. Registration forms handle the events and RSVPs and will inquire about user feedback to improve content.

  • Checkout forms take three minutes and 21 seconds to complete on average [Zuko]
  • Popups make up 66% of all signup forms but landing pages have the best signup rates at 23% [Hubspot]
  • Forms and other content placed above the fold capture 57% of page-viewing time [Nielsen Norman Group]
  • Static forms perform better than modal forms in a pop-up, with an average success rate of 45.53% compared to 25.96% for modal forms. [Factors.ai]

Form Conversion Rate Statistics

Online forms conversion rate is the percentage of website visitors who submit information through a form. This metric is important for businesses because higher conversion rates mean more leads and probably more sales.
Online forms help businesses convert visitors into leads and regular customers. Here’s how they boost conversion rates:

  1. Simplifying Lead Capture: Online forms allow users to interact with websites easily, reducing friction.
  2. Qualifying Leads: Online forms allow developers to gather insights about prospective customers to enhance user experience.
  3. Building Targeted Lists: Online form data helps developers create targeted email lists and customer segments, facilitating personalized messages and promotions.
  4. Streamlining Transactions: Online forms streamline product orders, appointment bookings, and newsletter subscriptions and help improve the user journey, increasing the odds of conversion.
  • The average form conversion rate across all industries is 1.7% [Ruler Analytics]
  • Almost 50% of marketers agree that web forms are their highest converting lead generation tool [FormStory]
  • The average checkout conversion rate varies widely by industry but is 2.96% on average. [Simpler]
  • Marketers who run A/B tests on their forms report conversion rates that are 10% higher on average than those who don’t use split tests to optimize their forms. [Hubspot]
  • Reducing a form from 4 fields to 3 can increase conversion rate by almost 50%. [Quicksprout]
  • Using autofill in forms can increase conversion rate by more than 10% [Zuko Analytics]
  • Over 30% of marketers say they get the highest conversion rates from forms with 4 fields [Hubspot]
  • Adding social proof to your forms can increase the conversion rate by up to 26%. [GetLeadForms]
  • The average conversion rate of a webinar registration page is 30% from cold traffic. [ConvertKit] ]
  • CAPTCHAs can reduce form conversion rate by as much as 40%. [inc.com]
  • Dynamic forms can increase conversion rate by as much as 160%. [Chili Piper]
  • Simple form design tricks such as placing form labels above the corresponding input fields and matching the size of input fields to the expected length of the answer can increase the conversion rate by reducing friction. [Hubspot]
  • 300% – The estimated increase in conversions from WordPress multi-step forms. [Venture Harbour]
  • 9 p.m. is the peak time for form conversions when people are at home and can finish their forms. [WPForms]
  • Conversion rates can be tripled with the use of quiz-like forms in capturing information. [WPForms]
  • 21.5% is the average conversion rate for online forms. [WPForms]
  • The use of correct testing and targeting methods can improve conversion rates by up to 300%. [Outgrow]
  • The conversion rates by browser are Google Chrome (17.8%) Mozilla Firefox (17.3%), and Microsoft Edge (15.9%). [FormStory]
  • Desktops lead conversion rate by device at 17.5%, followed by tablet computers (16.9%) and smartphones (12.7%). [WPForms]
  • Asking for customers’ phone numbers will reduce conversion rates by -5%, followed by address (-4%), age (-3%), and city or state (-2%). [WPForms]
  • 2.35% – The conversion rate of an average website. [KeyLeads]
  • Companies that use marketing automation software can see a 451% increase in qualified leads. [KeyLeads]
  • 53% – The average mobile conversion rate. [Start Up Bonsai]
  • 36% – The average table conversion rate. [Start Up Bonsai]
  • 14% – The average desktop conversion rate. [Start Up Bonsai]
  • 13.28% – The average conversion rate of a B2B landing page. [KeyLeads]
  • 9.87% – The average conversion rate of a B2C landing page. [KeyLeads]
  • Higher form conversions are correlated with conducting A/B tests, checking user experience, and analyzing form data. [WPForms]
  • 11.5% – The average conversion rate of the top 10% landing pages. [Neil Patel]
  • 74% of CRO programs improve sales. [KeyLeads]
  • Increasing the number of landing pages from 10 to 15 can boost lead acquisition by 55%. [KeyLeads]
  • User-generated content can boost conversion rates by 161%. [KeyLeads]
  • For every $92 spent on customer acquisition, only $1 is spent on conversion efforts. [KeyLeads]
  • Companies that have boosted their conversion rates perform 50% more tests on average. [KeyLeads])
  • On average, the conversion rate for online forms is around 21.5%, although this figure may vary based on the specific industry. [WPForms]
  • SaaS companies using forms have a conversion rate of 2.4%. [FormStory]
  • Quiz forms can potentially triple conversion rates. [WPForms]
  • The most influential text for CTA buttons includes phrases like “Click Here,” “Go,” “Download,” and “Register.” [Quicksprout]
  • Placing labels above form fields results in higher completion rates for forms. [WPForms]
  • On desktop platforms, forms have an average conversion rate of 47.01%. [Zuko]
  • For mobile devices, the average form conversion rate stands at 42.95%. [FormStory]
  • Meanwhile, tablets see an average form conversion rate of 41.13%. [Zuko]

Form Lead Generation Statistics

Online forms can help developers distinguish potential customers by gathering details on website visitors. Each form contains sections that require visitors to share contact info; this data helps create a tailored user journey and experience by understanding the customer. Data analysis can help create marketing campaigns that target different demographics, market segments, and user personas. Online forms are time- and cost-efficient. They automate the lead capture process by eliminating the need for manual data entry. They can help identify leads and convert users into paying customers by including CTAs in marketing campaigns, leading to better user engagement and marketing ROI.

  • 84% of marketers use form submissions to generate leads. [FormStory]
  • 61% of marketers said their biggest growth-related challenge is generating leads. [Hubspot]
  • Companies generating 40% or more of their leads through online methods such as online forms grow 4x faster than companies that generate more of their leads through offline channels. [Hinge Marketing]
  • 80% of marketers believe automation drives more leads and 77% of marketers using automation software such as WPForms convert more leads than those that don’t use automation. [APSIS]
  • The form automation software market is expected to reach over $26 billion by 2026. [Forbes]
  • 49.7% of marketers say that web forms are their highest converting lead generation tool. [Hubspot]
  • Inbound lead generation using methods like online forms costs on average 67% less than traditional outbound marketing and is also more effective. [Hubspot]
  • Interactive content such as online surveys and calculators can increase conversions by 4x. [Rock Content]
  • 49.7% of such organizations say that online forms convert more leads compared to other tools. [WPForms]
  • Half of the marketers, or 50%, consider inbound marketing strategies, including online forms, as their primary source for generating leads. [WPForms]

Single-Step Form vs Multi-Step Forms

Single-step forms usually fill one page with little guidance per section, whereas multi-step forms have multiple pages and provide elaborate step-by-step descriptions per section.

When to use single-step forms? Single-step forms are ideal for collecting basic information. They work well for simple contact forms or short surveys with less than five fields. A clear layout, easy navigation, and efficiency are key for these forms.

When to use multi-step forms? Multi-step forms can be a good choice for applications with lengthy processes, as they can create a more dynamic experience. These forms can respond to user input and hide irrelevant fields, making the process smoother.

  • Only 40% of marketers use multi-step forms but their conversion rate is 86% higher [Hubspot]
  • Only around 40% of marketers admit to using multi-step forms. [WPForms]
  • Compared to single-page forms, multi-page forms have higher average completion rates. [Start Up Bonsai]
  • 13.85% – The average completion rate of multi-page forms. [Start Up Bonsai]
  • 53% – The average completion rate of single-page forms. [Start Up Bonsai]

Online form general statistics

In this section, we explore user responses to online forms. The following statistics provide insights to help readers understand how online forms perform and make informed decisions about website optimization methods, considering both efficiency and user response.

  • The average number of form fields is 5. [Hubspot]
  • Local governments tend to publish the longest form with 71 input fields on average [Zuko Analytics]
  • 36% of marketers never run user tests on their forms [FormStory]
  • The best-performing CTA buttons include English action words like “get”, “reserve”, and “try”, rather than “submit” or “enter”. [Wordstream]
  • Average conversion rates for online shoppers in the USA are slightly higher on desktop devices and tablets (3%) compared to mobile devices (2%). [Statista]
  • CTA buttons such as form submit buttons surrounded by more white space (easily added by editing the CSS of your form) can increase conversion rates by over 200% [VWO]
  • Organic traffic converts (performs a desired action such as filling in a form on a landing page) at an average of 2.4% while paid traffic from sources like Adwords converts at a lower rate, averaging 1.3% [First Page Sage]
  • Only 10.9% of marketers agree that only the name and email are essential for a landing page form. 26.5% think a phone number is important. [Hubspot]
  • 45% of form data is submitted from a mobile device. [WPForms]
  • The average web form length in 2019 was five form fields, which usually results in the highest conversion rates. [Hubspot]

 

Sources

 

  • https://wpforms.com/how-to-combat-order-form-abandonment-and-increase-your-sales/
  • https://financesonline.com/form-abandonment-statistics/
  • https://www.feathery.io/blog/online-form-statistics
  • https://www.zuko.io/blog/25-conversion-rate-statistics-you-need
  • https://blog.hubspot.com/marketing/landing-page-stats
  • https://www.nngroup.com/articles/scrolling-and-attention/
  • https://www.factors.ai/labs/whats-the-right-number-of-demo-form-fields
  • https://www.ruleranalytics.com/resources/conversion-benchmark-report/
  • https://www.zuko.io/benchmarking/industry-benchmarking
  • https://www.simpler.so/e-commerce/the-ultimate-guide
  • https://blog.hubspot.com/marketing/state-of-email-lead-capture
  • https://www.quicksprout.com/contact-form-conversion-rate
  • https://www.zuko.io/blog/does-browser-autofill-affect-form-conversion-rate
  • https://blog.hubspot.com/marketing/landing-page-stats
  • https://getleadforms.com/blog/form-conversion-rates/
  • https://convertkit.com/resources/blog/webinar-marketing
  • https://www.inc.com/entrepreneurs-organization/3-website-form-errors-that-can-cost-millions-and-how-to-fix-them.html
  • https://www.chilipiper.com/post/increase-form-conversion-rate
  • https://blog.hubspot.com/marketing/optimize-conversion-forms
  • https://www.ventureharbour.com/multi-step-lead-forms-get-300-conversions/
  • https://outgrow.co/blog/conversion-rate-optimization-tools
  • https://www.ruleranalytics.com/blog/inbound-marketing/lead-generation-statistics/
  • https://www.hubspot.com/state-of-marketing
  • https://hingemarketing.com/blog/story/brand-building-for-professional-services-firms
  • https://www.slideshare.net/ApsisInternational/33-great-statistics-about-lead-management-automation
  • https://www.forbes.com/sites/brucerogers/2021/12/09/formstack-innovates-no-code-digital-forms-markets/
  • https://www.hubspot.com/state-of-marketing
  • https://rockcontent.com/products/ion/
  • https://www.zuko.io/blog/25-conversion-rate-statistics-you-need
  • https://www.wordstream.com/blog/ws/2015/02/20/call-to-action-buttons
  • https://www.statista.com/statistics/234884/us-online-shopper-conversion-rate-by-device/
  • https://vwo.com/success-stories/open-mile/
  • https://firstpagesage.com/reports/organic-traffic-vs-paid-traffic/
  • https://blog.hubspot.com/marketing/landing-page-stats

 

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.