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How to Boost the Effectiveness of Your Online Forms

by Ayaz Nanji  |  
June 17, 2014
  |  2,618 views

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


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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

Twitter: @ayaznanji

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  • by Kimmy Burgess Wed Jun 18, 2014 via web

    Thanks once again Ayaz..Every time your article is something very informative and lots of information are added for the marketeers. After reading this this i would suggest all the owners to revise their online forms and make corrections where ever required. Nice Article.

  • by Jo Thu Jun 19, 2014 via web

    I would love an article like this but about paper forms or pdf editable registration forms. In my day to day job I am responsible for creating registration forms and try to make them as user friendly as possible.

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