Webform missed opportunity

The answers to our three LinkedIn questions

Thank you very much for participating to our short questionnaire, shared on LinkedIn. We analysed the data of our first 25 client websites and found the answers to these questions. It’s obvious that 25 websites is not statistically significant, but it gave us an unexpected impression. Unexpected, therefore we decided to ask for your expectation on LinkedIn. Curious if you experience the same?

Here are the answers:

Question 1

How many users that clicked on a call to action button and landed on a form page, actually start typing in a field?

The answer:

  • Less than 40%
  • You would expect that when a website visitor deliberately clicks on a link or button (to subscribe to a newsletter, to be contacted or to purchase something), one starts filling in the webform that shows up. In reality, only between 20-40% does. Apparently by landing on a form page, they reconsider and the majority leaves. A missed opportunity for the marketer.

    Question 2

    When a visitor completes a webform and presses the button to submit the request (i.e. purchase, contact, subscribe), how often is this event unsuccessful and the visitor leaves the website afterwards?

    The answer:

  • Between 20-40%
  • This is were you loose part of your marketing investment directly. Visitors with the intention to submit a form, but don’t succeed for whatever reason and leave your website. We found an average of 30% across the websites using our form analytics. Imagine how this will boost your ROI if this number can be reduced to 10%, for example.

    Question 3

    How many visitors that start typing in a webform, will NOT convert successfully?

    The answer:

  • More than 50%
  • More than half of the people that start interacting with a form, don’t reach the finish line. On the positive side: there is an opportunity to double your conversion rate.

    Surprising, no?

    We all assume that filling in a web form is a smooth process at the end of an online journey. But the reality is harsh and shows a substantial incremental revenue potential by making your online forms perform better. Which is not that complicated.

    We recommend to apply these three steps:

    1. Make improvements to your webform based on form analytics & field metrics
    2. Motivate your visitors to complete your webform using motivational widgets
    3. Be notified when your webform’s performance changes suddenly

    Would you like our help?