I get this question a lot and to be honest this is a little bit like the “how long is a piece string?” question. I think here is the best anwer.
A piece of string is twice as long as half its length. Brilliant answer… if you have its length. Click To TweetBut why would you use this numeric calculation when you already have the answer? Similarly with conversion rates. There are a lot of things that influence conversions and a research conducted by Wordstream (a big AdWords service provider) revealed that:
- about a quarter of all accounts are converting at less than 1%.
- The average landing page conversion rate was 2.35% across industries
- The top 25% accounts are converting at 5.31% or higher.
To answer the question, Formstack analysed how various online forms are converting across ten industries and more than 650,000 form users and they came up with the following conversion rates for the following form types:
- Event registration – 11%
- Order / payment – 9%
- Contact – 1%
- Survey – 14%
- Donation – 7%
- Lead gen – 11%
Does a contact form which asks for for name, location, phone, email, job title, marital status and favorite book get many submissions? The type of form you use directly impacts the number of fields it’s safe to include.
Conversion rates by industry. Benchmarks vary widely from industry to industry
