How Many Fields on your Lead Gen Form is too Many?
The Average Number of Form Fields on Landing Page Conversion Forms is 11
Statistic Info
While this is the average, the fact is: less is more. Shortening your form fields from 11 to 4 can increase conversions by 120%.
Historically, the standard answer has been that 3 is the optimum number of fields you want on your form to maximize your conversion rate. But recent research by Formstack looking at data for more than 650,000 of their customers found that lead gen forms have an average of 11 fields and conversion rate of 17 percent.
11 fields. That’s room to collect a lot of valuable information about a prospect. In contrast, web page contact forms that average only 4 fields had a conversion rate of only one percent!
Does this mean that you can ask a website visitor to share 11 data points about herself in order to get her to sign up for your newsletter or download your report? Maybe. But not without some thought first.
You have two high-level questions to explore when determining how many fields to put on your lead gen form:
- What’s my priority – lead quantity or quality?
- What information am I asking for?
More 2019 Stats
30% of Consumers Say The Would Rather Buy from a Website They’ve Bought from Previously
Longer Mobile Page Load Times Drastically Increase Bounces
The Average Conversion Rate of a Facebook Ad is 9.21%
Average E-Commerce Conversion Rates Vary from 2.8% to 4.5%
8% of Online Shoppers Engage in a Live Chat Conversation before Placing an Order
59% of 16-36 year-olds Head to Amazon Before Any Other E-Commerce Website
23% Shoppers Added More Items to their Order at Checkout to Qualify for Free Shipping
85 Percent of Consumers Conduct Online Research Before Making a Purchase Online
Companies see a 55% Increase in Leads when Increasing their Number of Landing Pages from 10 to 15
More Conversion Optimization Stats
Calls to Businesses are Worth 3X More Than Clicks to Websites
Pages that Rank First on Google Search Results on Desktop have a 34.36% Click-Through Rate
When Landing Pages Don’t Ask for Age, the Conversion Rate is Higher
The Average Landing Page Form with 2 Form Fields has Higher Conversions then 1 Form Field
7 Top Converting Companies Spend More than 5% of their Budgets on Optimization
Personalized Call-To-Actions Convert 42% More Visitors into Leads than Generic CTAs
Emails with a Single Call-to-Action Increased Clicks 371%
Only About 22 Percent of Businesses are Satisfied With Their Conversion Rates