Industry benchmarking
Compare your online form to others in the industryCompare web form performance and experience metrics against your industry standards
Web form optimisation becomes easier with industry comparisons
Industry benchmarking for online forms and check-out performance involves comparing key Form Analytics like form completion rates, checkout abandonment, time to complete forms, and error rates against industry standards. This enables you to optimise user experience, reduce friction, and increase conversions of your online forms and check-out by identifying areas for improvement.
Exatom updates the benchmark data every quarter and makes them available in real-time for each of your forms in the platform.
Online form benchmarking
Performance metrics versus experience metrics
Exatom provides two classifications of benchmarking data: performance metrics and experience metrics. Performance metrics relate to analytics that are important to the business. Obviously the conversion rate of you form, but also the start-rate (how many users that land on your form start filling in at least one field) and the submit-rate (how many users complete the form and click on the button to submit the form). Experience metrics are analytics that relate to the user experience and potential friction. Metrics that are available in our benchmarking are autofill-rate (how many users have used the browser’s autofill to fill in some field automatically), error-rate (how many users received an error notification on the field, i.e. because they forgot a mandatory field) and duration to conversion (how long does a user need to fill in and complete the form successfully).
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Understand every detail
Improvement is all about details
Which field is causing hesitation? What are the drop-off rates of every field and where do visitors drop off most? Discover which fields take too long to fill or get the most error notifications. To optimize your form, it is crucial to understand potential blockers for your visitors. Identify the most problematic fields and remove the hurdles for visitors to successfully submit your form. A 10% conversion improvement is a 10% contribution to your revenue.
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For E-commerce and automotive
Starting with two industries
Benchmarking requires sufficient data to do meaningfull benchmarking. This is the reason that Exatom limits its benchmarking module to two industries: automotive and e-commerce. As soon as more data in other industries becomes available, Exatom will offer industry benchmarketing for these sectors as well. Stay tuned!
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Performance metrics
Metrics from a business perspective
- Start rate
- Submit-rate
- Conversion rate
Experience metrics
Metrics from a User Experience perspective
- Auto-fill rate
- Error-rate
- Duration to conversion
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