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Here you can see charts showing how conversion / abandon rates for forms in different industries compare based on data from Zuko’s form optimization database.
The categories which had enough forms to aggregate were:
Firstly, we can see the average length of each form (based on field volumes). Insurance is way ahead of the pack with media forms typically being the shortest.
Completion rates by industry. Note that a high proportion of the Forex Trading forms on Zuko’s database were multi-step forms that were set up as single forms so, overall, we would expect that the start-to-finish completion rate of Forex forms would be much lower. Based on data for Forex Multi-step forms, we expect that the View to Completion Rate to be around 20% and the Starter to Completion Rate to be around 30%.
This chart then breaks down the conversion by device. In all industries (bar Gambling) desktop users convert at a higher rate than mobile users. The overall completion figures are:
View to Completion - Desktop 37.2%, Mobile 31.3%
Starter to Completion - Desktop 55.5%, Mobile 47.5%
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The same figures for browser type with Chrome having the highest Starter to Completion Rate and Samsung the lowest.
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Returning users convert at a higher rate than new ones (but not by much):
The use of autofill is clearly correlated with successful form completion.
As you might expect, completed forms take longer than abandoned sessions. Charity, eCommerce and Insurance forms took the longest to complete.
The average number of field returns by industry:
If you have any questions or would like to learn more about Zuko’s benchmarking data or how Zuko can help you improve the completion rate of your forms please contact us on sales@zuko.io
If you are a journalist or writer wanting to know more about our form abandonment statistics, or if you simply have any questions or feedback on our data, feel free to get in touch using the short form below:
View to starter %- The % of form starters as compared to form views - how many people started interacting with the form after viewing it?
Starter to completion rate- The % of form completions when compared to form starters. How many people completed the form after starting it?
Starter to Completion % - of those that started interacting with the form, what % of people successfully submitted it?
View to completion %- This compares the number of form completions to form views - this is often used as a benchmark for how’ good’ a form is, and is also called a Conversion Rate.
Completion time - how long did users spend interacting with a form before submitting it?
Abandonment Time - how long did users spend interacting with a form before leaving?
Field Return - A field return is when a user exits a field after entering some data only to return to it at a later stage in their session. A single field can have multiple field returns, and a session can also have many.
Avg. Field returns- Looking across all sessions, what was the average number of times that a user had to return to fields that they had previously exited. This metrics only consider form starters in its calculation.
