Know in seconds how your forms compare with your industry
Exatom benchmarks your forms and checkouts against anonymised peers in your sector, per form type and per device. You see where you lead, where you lag and what to fix first.
Anonymised peer data. Aggregated from millions of form sessions in your sector. Nobody sees your numbers, you see theirs.
Same form type, same sector. A test-drive form is compared with test-drive forms, a checkout with checkouts.
Refreshed every quarter. Best, average and worst quartile, updated four times a year, live in your dashboard.
Your conversion rate means nothing without context
A 38% conversion rate sounds fine. Unless peers in your sector convert 52%. Or it sounds like a problem, unless they are stuck at 24%. The number only means something next to theirs.
Exatom puts your forms and checkouts next to anonymised peers in your sector, live in your dashboard. You see the metrics where you trail your industry most, and that is where you start. No more chasing fixes that change nothing.
Two lenses on the same form, both benchmarked
Performance metrics show what the business sees: starts, submits, conversions. Experience metrics show what the prospect feels: errors, effort, time. Exatom benchmarks both, so you know what to fix first.
Start rate
How many visitors begin filling in your form, compared with the same form type in your sector.
Submit rate
How many of the prospects who start also submit. A gap here is friction, not a change of mind.
Conversion rate
End to end, from page view to conversion, next to the best, average and worst quartile of your peers.
Autofill rate
How often browsers fill fields automatically. Below peers means your fields miss the attributes browsers need.
Error rate
How often prospects trigger validation errors, per form and per field, against peers.
Duration to conversion
How long it takes to complete your form. Longer than peers is effort you can remove.
Every metric per form, per device (desktop, mobile, tablet) and per browser.
Apples to apples, not apples to checkouts
A test-drive request is not a newsletter sign-up. A checkout is not a quote form. A generic benchmark misleads you, so Exatom compares each form with the same form type in your sector.
Every form is classified by type and intent the moment the tag finds it. From then on it sits in the right peer pool, split by device, with the best, average and worst quartile in view.
Deep in automotive and e-commerce first
A benchmark only means something when the pool is big enough. Exatom has built its deepest dataset in automotive and e-commerce, two sectors where form friction costs revenue directly, and opens a sector once its volume passes the minimum sample size.
Automotive
Test-drive requests, quote forms, brochure downloads.
E-commerce
Checkouts, account creation, subscription sign-up.
Next
Insurance, energy, telecom and B2B SaaS, opening as each pool reaches the minimum sample size.
How the peer pool stays privateReal numbers from real forms in your sector
The average autofill rate on test-drive request forms. Brands below 30% leave easy conversions on the table.
The average time to complete a create-account form. Above three minutes, abandonment climbs sharply.
The average start rate on request-a-quote forms. Below 50%, something on the page kills intent before the first field.
The average error rate on the phone number field in checkouts, the single most common friction point in the funnel.
Your AI CRO assistant reads the benchmark for you
A benchmark only pays off when someone acts on it. Eureka, Exatom's AI CRO assistant, turns the gap into next actions: which metric lags most, which field causes it and what to fix first, ranked by impact.
Proven on high-value forms.
Test-drive form completion up 28% in one market, alongside GA4.
Ordering conversion up 22%, IBAN field drop-off down 40%.
Checkout conversion up 4% across 13 EMEA webshops, password errors down 44%.
“For Brooks Running, the value that Exatom provides on top of Adobe Analytics is the deeper granularity it performs on our forms. By zeroing into specific fields, we ensure our forms are optimised down to details missed in our UX research process. This led to a 4.2% increase in checkout conversions during the first year.”
Frequently asked questions
Everything you need to know about Industry Benchmarking. Not here? Contact us
Exatom compares the performance of your forms and checkouts, conversion rate, start rate, submit rate, autofill rate, error rate and time to complete, with anonymised data from peers in your sector. You see in your dashboard whether you lead, lag or sit on the average, so you know where to focus.
