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Conversion Benchmarks for Seven Types of Online Forms

by Ayaz Nanji  |  
March 25, 2015
  |  7,535 views

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.

Contact forms have the lowest average conversion rate, just 1%.


Below, additional key findings from the report.

Form Length


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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 Randy Milanovic Wed Mar 25, 2015 via iphone

    Contests attract low quality leads. Almost a waste of time.

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