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: