How can you boost the conversion rate of the forms on your website? Does including branding help? Can can tweaking the language on the "Submit" button get more people to click?
Formstack recently set out to answer those question by examining data from more than 450,000 online forms created by publishers across a range of industries.
A key conclusion from the analysis is that the type of form, rather than its length, has the biggest impact on the overall conversion rate (the number of people who submit a form compared with the total number of visitors to the form page).
Of all the form types examined, contests have the highest conversion rate on average (28%) and surveys have the second-highest rate (21%).
Contact forms (those on Contact Us pages) have the lowest conversion rate on average (4%), in part because those pages are often used by visitors for informational purposes (e.g., to find a company's phone number or street address) rather to actually request that a company contact them.
Below, additional key findings from the report.
Conversion by Industry
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji