The average website form abandonment rate is nearly 68%.
How do you improve the abandonment rate on your website forms?
Whether you’re a small business or large organisation, you know every conversion counts. Whether the form is for gathering a lead or making a sale, this is the point where often customers end up converting – or walk away. It’s essential to make your forms engaging and easy to complete. A good form can make the difference between a new customer and a lost opportunity.
Let’s look at some stats about different forms and some tips to improve form abandonment.
The impact of form length on websites
Research shows that the more fields or steps a form has, the more likely it is to lose people along the way. Here’s a breakdown of what you can expect based on different form lengths.
1. Short quick forms (1-3 fields)
- Abandonment Rate: ~20-30%
- Examples: Email sign-ups, basic contact forms
A short form can be completed in a matter of seconds. These are ideal for encouraging first steps, like signing up for a newsletter or requesting a quick callback. Since they’re quick and easy, these forms are typically the most successful at keeping customers on board.
2. Moderate-length forms (4-7 fields)
- Abandonment Rate: ~30-50%
- Examples: Booking forms, registration for local events
Moderate forms are commonly used for things like event registrations or booking consultations. While these forms need a bit more information, they’re often manageable if customers feel the reward is worth their time.
3. Long forms (8+ fields)
- Abandonment Rate: ~50-70% or more
- Examples: Job applications, surveys
Long forms tend to have the highest abandonment rates. For small businesses, this means people may start filling out a form and then leave if it feels too time-consuming or complex. You might need all the details, but presenting them in a way that feels manageable is key to keeping customers engaged.
4. Multi-step forms with progress indicators
- Abandonment Rate: ~40-60%
- Examples: Membership or subscription sign-ups
Breaking a long form into multiple steps and showing progress (like a bar indicating how much is left to complete) can make the process feel easier. When customers know where they are and how close they are to the finish, they’re less likely to give up halfway through.
Quick tips for good forms
If you want more of your customers to complete your forms, here are some tips to keep them engaged from start to finish.
1. Cut out unnecessary fields
Ask for only what you absolutely need. If you’re building a form for a simple contact request, don’t ask for detailed demographics. This saves your customers time and shows that you respect their effort, which goes a long way.
2. Break up longer forms into steps
If you need a lot of details, like for a booking or quote, try splitting your form into multiple steps. Just showing customers how close they are to finishing with a progress bar can keep them on track.
3. Use Smart Conditional logic
Only ask questions that apply to each customer. For example, if a customer says they’re a small business, skip over questions meant for larger companies. Forms that adapt to each user feel easier to fill out, keeping customers engaged.
4. Make it mobile-friendly
Many of your customers will be filling out forms on their phones. Make sure your forms work perfectly on mobile, with easy-to-click buttons and large, readable fonts.
5. Offer clear instructions and friendly error messages
When customers know what’s expected for each field, it’s less frustrating. If there’s a mistake, a friendly, clear error message keeps things positive and helps customers get back on track quickly.
Summary
A little effort in simplifying your website forms can lead to more completed bookings, more connections, and more growth for your business. We’re here to help you design forms that your customers love to fill out, so you can keep them engaged and coming back.