How Many Fields on your Lead Gen Form is too Many?

The Average Number of Form Fields on Landing Page Conversion Forms is 11

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

65% of Consumers Look Up Price Comparisons on Mobile While in a Physical Store

People are Searching Google for the Phrase “Conversion Rate Optimization” More Than Ever Before

Mobile Ecommerce is Expected to Account for 67.2 Percent of Digital Sales in 2019

38% of People will Leave a Website if they find the Layout Unattractive

Mobile Traffic Represents 53% of all Ecommerce Traffic

9% of Ecommerce Sites are Offering a Rewards Loyalty Program to Customers

People are Searching Google for the Phrase “Conversion Rate Optimization” More than Ever Before

44% of Companies use A/B or Split Testing Software

71% of salespeople are using social selling tools

69 Percent of Shopping Carts are Abandoned

More Conversion Optimization Stats

7 Top Converting Companies Spend More than 5% of their Budgets on Optimization

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

85 Percent of Consumers Conduct Online Research Before Making a Purchase Online

Only 60% of sales reps meet quota

Call-To-Actions That Are Surrounded By More Negative Space and Less Clutter Increases a Company’s Conversion Rate by 232%

Imagescape Saw a 160% Increase in Submissions When They Decreased Form Fields from 11 to a Mere Four

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

For Every $92 Spent Acquiring Customers, only $1 is Spent Converting Them

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

68% of Small Businesses Don’t have a Documented CRO Strategy

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