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Changing One Word on Online Form Can More Than Double Conversion Rates

Formstack has releases its 2014 Form Conversion Report. Among other data on web form conversions, the report finds that simply changing the copy on an online form’s submission button from “Submit Form” to “Submit Registration” can increase conversions by 2.5 times.


Based on data from over 450,000 customer accounts, The 2014 Form Conversion Report delivers online form benchmarks and best practices such as form length, optimal submission times and form uses. Benchmarks are broken down across industries, including sports, nonprofits, higher education, technology and small business.

“Marketers are constantly searching for tactics to jumpstart online form conversion rates, reach digital marketing goals and increase ROI, but to date there has been little research on forms to help them achieve this,” says Chris Byers, CEO, Formstack. “With the Form Conversion Report, companies can leverage this data to capture more responses and better interact with customers.”

The Form Conversion Report also revealed that form type, rather than length, has a bigger impact on the overall conversion rate. Contests boast an average conversion rate of 28 percent; the highest of all form types, and have an average of 10 fields per form. However, contact forms have the lowest conversion rate, four percent, and an average of just four fields per form. These findings set a new standard for businesses looking to engage customers, showing that forms must be intuitive and contain a strong value proposition.

Additional key findings:

  • 1 p.m. is the most popular time of day for online form completion.
  • Canada boasts the highest overall conversion rate, 9%, while the US had the lowest form conversion rate, 7%.
  • 44% of customers surveyed use Facebook to promote forms.
  • 61% of customers surveyed said email-marketing platforms drove the most traffic to their forms.
  • The sports (19%) and nonprofit (15%) industries have the highest conversion rates, compared to other industries like government and small business.
  • “Better performing forms are vital to a successful marketing process,” says Chris Lucas, VP of marketing, Formstack. “Properly optimized and promoted online forms can be major sources of revenue for companies in any industry, from nonprofit to technology.'
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