{"id":15196,"date":"2014-08-11T08:30:53","date_gmt":"2014-08-11T13:30:53","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?p=15196"},"modified":"2018-07-18T00:27:35","modified_gmt":"2018-07-18T05:27:35","slug":"form-conversion-facts","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/form-conversion-facts\/","title":{"rendered":"Little-Known Form Facts that can Increase Conversion Rates"},"content":{"rendered":"<p>There\u2019s a lot of talk about how the right form can boost conversion rates. You need X number of fields and don\u2019t even<em> think<\/em> of asking for a phone number \u2013 this isn\u2019t a date, people! Oh, and make sure that button doesn\u2019t say \u201cSubmit\u201d \u2013 I\u2019d rather not submit to anything, thank you very much.<\/p>\n<p>But underneath all of that well-intentioned advice, there are some questions that just haven\u2019t been answered, like:<\/p>\n<p><!--more--><\/p>\n<ul>\n<li>Do conversion rates vary by industry?<\/li>\n<li>Does form logic (if the user does X, show them Y field) matter?<\/li>\n<li>Are there peak form submission times?<\/li>\n<li>What\u2019s really wrong with labeling a button submit?<\/li>\n<\/ul>\n<p>As it turns out, you\u2019re not the only one with these burning questions. FormStack just released its <a href=\"https:\/\/www.formstack.com\/docs\/Formstack-2014-Form-Conversion-Report.pdf\" target=\"_blank\" rel=\"noopener\">2014 Form Conversion report<\/a>, chock-full of beautiful charts, findings and results from surveying over 400,000 form users.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/button-download_placeit.jpg\"><img decoding=\"async\" width=\"400\" height=\"300\" class=\"aligncenter size-full wp-image-15235\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/button-download_placeit.jpg\" alt=\"optimize forms\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/button-download_placeit.jpg 400w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/button-download_placeit-300x225.jpg 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/a><\/p>\n<h2>So What Did it Show?<\/h2>\n<p>As we go through the highlights of the report, you\u2019ll find some tidbits not so surprising\u2014but others will completely change the way you look at form design and submission.<\/p>\n<p>Let\u2019s take a closer look, starting with the all-too-familiar question:<\/p>\n<h2>Does Number of Form Fields Really Matter?<\/h2>\n<p><strong>Survey Says: Yes, but not in the way you\u2019d think\u2026<\/strong><\/p>\n<p>You\u2019ll find all kinds of conversion optimization advice stating that the less form fields you have, the higher your conversion rate\u2014which is true, <em>to a point<\/em>.<\/p>\n<p>You see, the type of form matters just as much as the number of fields on it.<\/p>\n<p>According to FormStack\u2019s research, only 6% of users will fill out an average of 19 (!) form fields on an order page, but people entering a contest will go nearly to the ends of the earth to submit, tolerating 10 form fields with a 28% submission rate.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/formfields.jpg\"><img decoding=\"async\" width=\"682\" height=\"783\" class=\"aligncenter wp-image-15200\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/formfields.jpg\" alt=\"formfields\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/formfields.jpg 682w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/formfields-261x300.jpg 261w\" sizes=\"(max-width: 682px) 100vw, 682px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><em>We\u2019re pretty tolerant of surveys too, it turns out.<\/em><\/p>\n<p>But as a conversion optimization professional, you have to weigh the amount of information you want to request with the information your prospect is receiving from you. For example, if I wanted to try a demo of this Oracle product, just look at all the forms I\u2019d have to fill in.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/oracle-demo.png\"><img decoding=\"async\" width=\"1024\" height=\"614\" class=\"aligncenter wp-image-15201\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/oracle-demo-1024x614.png\" alt=\"oracle demo\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/oracle-demo-1024x614.png 1024w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/oracle-demo-300x180.png 300w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/oracle-demo.png 1113w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><em>It\u2019s just a demo! Why do you need to know how much money I make? Fine, forget I asked.<\/em><\/p>\n<h2>Do Conversion Rates Vary by Industry?<\/h2>\n<p><strong>Survey Says: Yes, but some information is conflicting<\/strong><\/p>\n<p>A question I\u2019m often asked is \u201cwhat\u2019s a good conversion rate?\u201d which, as you\u2019ll see from the chart below, depends on your industry.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/conversion-rates-by-industry.jpg\"><img decoding=\"async\" width=\"590\" height=\"409\" class=\"aligncenter size-full wp-image-15198\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/conversion-rates-by-industry.jpg\" alt=\"conversion rates by industry\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/conversion-rates-by-industry.jpg 590w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/conversion-rates-by-industry-300x207.jpg 300w\" sizes=\"(max-width: 590px) 100vw, 590px\" \/><\/a><\/p>\n<p>Even then, as this chart suggests, some information can be conflicting. They cite a MarketingSherpa report that showed a <a href=\"https:\/\/www.crazyegg.com\/blog\/increase-your-conversion-rate\/\" target=\"_blank\" rel=\"noopener\">low conversion rate<\/a> for non-profits organizations, whereas FormStack\u2019s own customers (using a service that is based around forms) had much better results.<\/p>\n<p>The end result is going to depend, not on who\u2019s doing the asking, but who\u2019s involved in the answering as well. Your mileage may vary.<\/p>\n<p>Read here to learn how one company increased lead form conversions 35%.<\/p>\n<h2>Is there a Peak Form Submission Time?<\/h2>\n<p>We\u2019ve all heard about peak email sending times and peak social posting times\u2026 but what about form submissions? Is there a peak form submission time?<\/p>\n<p><strong>Survey Says: Yes, and it depends on what\u2019s being submitted<\/strong><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/formclock.jpg\"><img decoding=\"async\" width=\"699\" height=\"813\" class=\"aligncenter wp-image-15199\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/formclock.jpg\" alt=\"formclock\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/formclock.jpg 699w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/formclock-257x300.jpg 257w\" sizes=\"(max-width: 699px) 100vw, 699px\" \/><\/a><\/p>\n<p>As it turns out, people are submitting their surveys in the late morning, but their contact forms in the evening. During and after lunch is the best time for donations and event registrations, and contests get the most submissions during the midday work slump and after dinner.<\/p>\n<p>Who would have guessed?<\/p>\n<h2>Form Logic = Smart Thinking<\/h2>\n<p>So-called &#8220;smart forms&#8221; use a prospect&#8217;s actions to determine what fields come next, and when. For example, if you were in the market for a four-door sedan, your car pricing quote wouldn&#8217;t include two-door options, and vice versa.<\/p>\n<p>Smart forms only show fields that are relevant to the user&#8217;s inquiry\u2014and it turns out, they&#8217;re picking up steam in a variety of markets:<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/smartforms.jpg\"><img decoding=\"async\" width=\"662\" height=\"370\" class=\"aligncenter size-full wp-image-15202\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/smartforms.jpg\" alt=\"smartforms\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/smartforms.jpg 662w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/smartforms-300x167.jpg 300w\" sizes=\"(max-width: 662px) 100vw, 662px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><em>And now, in the &#8220;results that surprised no one&#8221; category &#8211; smart forms increase engagement and conversion rates because they keep forms relevant and on-target, asking and getting answers to only questions that are pertinent to the user&#8217;s request. <\/em><\/p>\n<h2>The Submit Button \u2013 Popularity vs. Conversion-Boosting<\/h2>\n<p>What people like is not necessarily what they\u2019ll click on\u2014or at least that\u2019s what the survey reveals. \u201cSubmit Form\u201d got a lot of love, as did plain vanilla \u201cSubmit\u201d and \u201cSubscribe.\u201d But is that really all you need to say?<\/p>\n<p><strong>Survey Says: No, Being Clearer with Your Button Text Results in Two Times the Conversions!<\/strong><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/submit.jpg\"><img decoding=\"async\" width=\"748\" height=\"574\" class=\"aligncenter wp-image-15203\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/submit.jpg\" alt=\"submit\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/submit.jpg 748w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2014\/06\/submit-300x230.jpg 300w\" sizes=\"(max-width: 748px) 100vw, 748px\" \/><\/a><\/p>\n<p>When you take bland old \u201cSubmit\u201d and pair it with \u201cSubmit Application\u201d or \u201cRegister\u201d with \u201cRegister Now,\u201d you get a whole lot more conversion love\u2014up to two times more, according to these results.<\/p>\n<p>Always be clear about what action the form is asking from your visitor and, even better, include a little note below the button that states what will happen next, such as:<\/p>\n<p style=\"padding-left: 30px;\"><em>When you submit this form, you\u2019ll be taken to a page where your payment will be processed securely online. You\u2019ll also have one more chance to review your order before its final.<\/em><\/p>\n<p>This helps you avoid any disconnects between when the person submits the form, and what they see next.<\/p>\n<p>This article will tell you <a href=\"https:\/\/www.crazyegg.com\/blog\/high-converting-cta-buttons\/\">6 variables you should test on your submit buttons<\/a>.<\/p>\n<h2>What\u2019s Next?<\/h2>\n<p>The FormStack Report includes many other parts that weren\u2019t included here, including social engagement times, visitor responses based on country, and even proper use of confirmation emails.<\/p>\n<p>It\u2019s definitely worth a read for any Web designer, developer or marketing pro who is looking to squeeze every last drop of \u201cconversion juice\u201d out of their forms.<\/p>\n<p>And, as always, we\u2019d love to hear your thoughts!<\/p>\n<p>Have you found areas on your own forms that could be improved? Have you experienced results that differ from what\u2019s shown here? Share your experiences in the comments!<\/p>\n<p style=\"text-align: center;\">\u00a0Read other <a href=\"https:\/\/www.crazyegg.com\/blog\/author\/sherice-jacob\/\">Crazy Egg articles by Sherice Jacob<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a lot of talk about how the right form can boost conversion rates. You need X number of fields and don\u2019t even think of&#8230;<\/p>\n","protected":false},"author":7,"featured_media":15235,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_lmt_disableupdate":"","_lmt_disable":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[4],"tags":[],"class_list":["post-15196","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-optimization"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Little-Known Form Facts that Increase Conversion Rates<\/title>\n<meta name=\"description\" content=\"There\u2019s a lot of talk about how the right form can boost conversion rates. But is it a bunch of hooey? A new study answers your burning questions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crazyegg.com\/blog\/form-conversion-facts\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Little-Known Form Facts that Increase Conversion Rates\" \/>\n<meta property=\"og:description\" content=\"There\u2019s a lot of talk about how the right form can boost conversion rates. But is it a bunch of hooey? 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