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:

  1. What’s my priority – lead quantity or quality?
  2. What information am I asking for?

More 2019 Stats

Companies see a 55% Increase in Leads when Increasing their Number of Landing Pages from 10 to 15

400 Pixels from the Left Edge is the Area of Desktop Site Viewing Which Gets the Most Viewing Time

In 2019, Ecommerce Sales are Expected to Account for 13.7 Percent of Retail Sales Worldwide

The Total Orders from Mobile Devices Ranges between 38% and 53%

Abandoned Cart Emails Sent within 20 Minutes Have an Average Conversion rate of 5.2%

The Average Conversion Rate in AdWords Across all Industries is 2.7% on the Search Network and 0.89% on the Display Network

Men Spend 68% More Online Than Women

The Number One Reason People Shop Online is Because They Can Shop 24/7

It’s 7 Times More Expensive to Acquire a New Customer via Paid Advertisement than Retain an Existing One

Younger People Spend More Time Shopping Online than Older People

More Conversion Optimization Stats

Only About 22 Percent of Businesses are Satisfied with their Conversion Rates

Emails with a Single Call-to-Action Increased Sales 1617%

Pages that Rank First on Google Search Results on Desktop have a 34.36% Click-Through Rate

Conversion Rate Optimization (CRO) Tools Offer a 223% ROI on Average

Engagement Lost During the Body of a Video (96% of the video) is the Same Lost During the Nose (the first 2% of the video)

Anchor Text CTAs (Clickable Text in a Hyperlink) Increase Conversion Rates by a Whooping 121%

Micro-Influencers are Capable of Generating 22.2X Higher Conversion Rates than Other Types of Influencers

Landing Pages with Multiple Offers get 266% Fewer Leads than Single Offer Pages

The Average Conversion Rate of Visitors Who Saw User Generated Content (UGC) is 161% Higher Than Those Who Didn’t

8 out of 10 or 82% of Marketers Say Knowing How to Test Effectively is “Somewhat” or “Very Challenging”