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Conversion rates for forms included on Web pages vary widely by the type of form being used, according to recent research by Formstack.

The report was based on data for 650,000 businesses and organizations in 11 verticals that use Formstack's technology.

The researchers examined conversion rates—the percentage of all visitors who successfully submit information via forms—for seven types of forms: event registration, order/payment, contact, survey, donation, contest, and lead generation.

Contest forms have the highest average conversion rate, with 35% of all visitors successfully completing the submission process.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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