When it comes to optimizing your ultimate conversion volume, landing page form statistics might not be your highest priority. But when it comes to the final exchange of contact information in a tirelessly built funnel expending all your paid ad resources, why not take the time to finish things right?
As it turns out, a large portion of conversion issues stems from the landing page form itself. And most landing page stats will tell you the same – that your landing page forms are going to either make or break your landing page performance. So, if you’re diving into the world of CRO (conversion rate optimization), or are looking to simply make more money out of your existing campaigns, you’ve come to the right place.
In this post, we’ll cover a few landing page form statistics to show you just how important they are to your CRO efforts. We’ll also cover a few best practices and actually tested ways of optimizing your landing page forms, with stats to back each statement.
Hopefully, by optimizing your landing page forms themselves, you can increase your conversion rates without having to invest heavily in new landing page designs and without having to alter/increase your PPC budget. This leaves you with more conversions and more revenue, with the same amount of spend.
That sounds like a boosted ROI to me.
And is there any more important landing page form statistics than that? I don’t think so.
So, let’s get started.
Why Landing Page Forms Matter
Let’s start off with the basics. Why do landing page forms matter? Well, for starters, this is where you’re actually going to be collecting your users’ information. You can have the flashiest, sleakest, and most message-matched landing page ever, but if your conversion experience itself sucks…well…you’re out of luck.
There’s a significant drop of when it comes to percentages and how many users actually reach the conversion point in your funnel. 98% of your traffic leaves without even taking action. Leaving only 2% for you to work with – and only 30% of that small number will stick around for more than a few seconds to actually convert if your page isn’t loading. In fact, you can lose 7% of your traffic with only a single second delay in load speed.
In the end, on average only 2.35% of that final audience is going to convert.
But, think of it this way: 100% of your potential prospects are going to be engaging with your landing page form. Depending on which source or ad they clicked on to bring them to your page, their first impression may very well differ. And, as you can see, only a small percentage of search engine prospects are mentally engaged enough to even remember reading the copy on your page.
You can’t always rely on your visitors to have read the entirety of your landing page copy or perused the whole of your landing page design and navigation. But you can rest assured that they’ll be paying attention when it comes to your landing page form.
Just as the above statistics show, people remember 80% of what they see/do as opposed to 20% of what they read (and half that for what they hear). And you can surely count entering in their private, personal information as “doing something.”
The stakes are high.
This is the point of no return for your site visitors, and as most digital marketing and paid advertising experts would tell you, it’s also the point where you’ll likely see the most devastating losses if you aren’t optimized correctly.
Crossing The Conversion Threshold
As I’ve mentioned earlier, the stakes are high when it comes to your landing page forms. This is the point at which a prospect becomes an actual lead. And in the eyes of your user, this is the moment during the “leap of faith” that they find themselves floating in between two cliffs.
So you can understand their hesitation.
That’s where our job as conversion optimizers comes in. It’s our job to make the conversion process as easy as possible for the incoming users and to eliminate any friction points that may hold them back from completing the conversion process. This can come in many different ways (which we’ll discuss in the coming sections).
This is where things like social proof, informational security, and user-driven values and benefits that speak in terms they understand become so vitally important to CRO.
But the number one thing you want to do here is lower your landing page friction against converting on your form.
Whether that means building trust in the user by supplying helpful information, or keeping a safe distance by not asking too much in your form fields, or even giving them an incentivising push with a special offer or something else…well, that will all depend on you.
Landing Page Form Statistics About User Drop Off
If I haven’t instilled in yet the importance of optimizing your landing page forms, well then I suppose that’s my fault as a wordsmith. But maybe this statistic will convince you instead:
All but 3% of landing page visitors fail to complete contact forms they’ve already started (as opposed to surveys contest forms for other reasons, which have higher completion rates).
That means it’s safe to say that nearly 97% of your prospective leads are abandoning the conversion just from the landing page form alone. I mean, you had them in the palm of your hand, and the escaped!
This is all to say just how important optimizing your landing page forms is to your underall paid advertising performance. We haven’t even addressed the actual nuances of CRO focused on your landing page forms.
That’s what’s up next – the real fun part.
Thought Provoking Landing Page Form Statistics
Below, you’ll find a few landing page form statistics meant to get you thinking about why that particular aspect of a landing page form is so important and how it can be optimized. We’ll first address the actual design based landing page form statistics, then copy based stats, and lastly we’ll cover some tests that have yielded statistically significant and impressive results.
After all, it wouldn’t be much of a stats post if we didn’t load it up with plenty of numbers for you to take back to your manager for convincing, would it?
Design Based Landing Page Form Statistics
The first thing that will likely catch your user’s eye by the time they reach your landing page form will be its design. So that’s probably a good place to start.
Let’s get things going with a quick quiz: shall we? Below are screenshots of two different landing page forms. With just a quick, a second, cursory glance, which one are you more likely to convert on?
Why do you think the landing page form on the right seems so much more appealing than the one on the left? Well, probably because of the clean, sleek design and the minimal number of form fields.
To put it into laymen terms, it’s simply a less threatening form to fill out. Or, in other words, there’s less friction with the right landing page form; which allows for a smoother and easier conversion for the user.
On average, the more form fields yo include on a landing page form the more friction there is during the conversion. Likewise, you can expect your conversion rates to drop 4% for every form field that you choose to include in your form after 7.
“With every form field you add, you’re losing potential leads to the increased friction of your form field. This is why it’s so vital you whittle your list of form fields down to the pure essentials. Do you really need to know your users physical street address? Or will an email and name suffice to get the conversion-to-sales process going? Think hard on it.”
Luckily, you don’t always have to reduce your form fields down to the bare bones essentials (some say under 5 is the magic number said to boost conversion rates by up to 120%):
- First name
- Last name
- Email address
There are tricks of getting around the design limitations of daunting form fields. By splitting up the conversion process you can somewhat “reset” the friction tab on each form field to get more useful info out of your users than you would be able to with a single form.
But I’ll save that tasty tip for later on in the post.
Copy Based Landing Page Form Statistics
The next thing your prospective lead is going to look at, aside from the design of your landing page form and how many fields it has, is what questions your asking.
What kind of user information are you trying to collect in this signup form?
What kind of landing page assets are they going to take home?
If not, what can they expect from converting on this form?
It’s important you can not only supply a consistent answer here that matches the intent that they had when first clicking on your ad and landing on your landing page, but also that you can quickly/effectively convey the value of completing that conversion.
This is where it’s so important for you to understand what information is actually necessary for the next steps in your marketing funnel and/or sales funnel. It’s equally important you understand where you incoming traffic is on the conversion intent thermometer.
It may seem like an odd concept, but it’s fairly straight forward. Different types of search queries constitute different levels of search intent. Naturally you want to match your landing page form to the level of intent equal to the offer your user came to your page for.
So, you don’t want to be asking for an email, a phone number, and credit card info, when your user originally clicked on your ad for a free ebook download…
He or she came to the page with rather low intent (cool) and you came in with a really hot ask.
That’s not likely to perform to your liking.
And believe it or not, you can even make the experience worse than a massive, daunting list of personal questions. How? By not even telling the user why you’re asking for their information to begin with.
Failing to explain why you’re asking for personal information often results in a drop in conversion rates on landing page forms. Or at least can lead to some confusion later on when they recieve an email with the below copy:
“Hi, you’re receiving this email because you converted on our website signing up for our newsletter for the latest updates on blah di blah di hoo hah.”
And, honestly, are you surprised? How excited would you be to give out your personal info to a stranger without any explanation of why they want it and what they’re doing with it?
Not very excited, I hope…
Instead, try building what Oli Gardner calls “conversion momentum” where your’re constantly keeping the user informed as to where they are in the conversion funnel and the perks of being there.
Test Based Landing Page Form Statistics
Now, not every landing page optimization strategy can be boiled down to either design or copy. Depending on which landing page form examples you’re looking at you may see a flurry of different form tests that have been run to optimize conversion and completion rates.
Anything from eliminated distracting site navigation to limited input fields to only email or even adding extra content to your offer like downable landing page videos have all seen their day on the battlefield.
However, regardless of how different they all may seem there’s one thing they all share in common: statistical significance.
The best landing page form optimizations are going to come from A/B split tests that you run yourself. Nobody knows your audience better than you do, and following clear cut optimization guidelines will help you identify where your leads are leaking through the holes. Whether it’s design, copy, or even the offer itself – this is where you need to make some changes.
Cheeky Landing Page Form Tests That Worked
If you’re looking for cheeky but clever optimization tactics that drive true results and ROI-boosting revenue, look no further than the team here at KB. And that’s not so much a humble brag as it is a straight shout out to some of the awesome and innovative branded strategies some of our team has made.
In terms of Google Ads experts, there are truly some unique strategies at play when it comes to ad copy, budget optimization, and even keyword management.
But we take real pride in our optimization of both landing page anatomy and, one of our biggest branded strategies: the Breadcrumb Technique.
The Breadcrumb Technique applies “foot-in-the-door” psychology to break down the big conversion into smaller, easier won “yes’s” from the user. This way, as I hinted at earlier in the post, you can “reset” your friction for each conversion as your user moves through each step of the multi-step form.
Each step helps further qualify your user while also collecting helpful information for your lead funnel. It also further solidifies your lead in the conversion, as each step they complete they’re more and more likely to complete the entirety of the conversion.
Trust me, it works. And if you don’t take my word for it, you can check out some of the case studies below that have seen up to 329% conversion rate increase from using the Breadcrumb Technique.
Now those are some impressive landing page form statistics.
Conclusion: Make Getting In Touch Easy
Whether you’re following the statistics laid out in the post above or are following the results of your own split testing, the conclusion is the same: make conversion easy. This is the part of the digital marketer’s job where you get to enjoy the win of your campaigns.
So, why would you go and make it difficult for the user to cross the finish line you’ve spent so much time diligently setting up for them?
Eliminate friction and make your conversion forms a smooth slip-n-slide straight into your lead/sales funnel. That’s what these landing page form statistics should help you achieve.
And if not, well, we’re only a button click away ourselves.