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

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81% of Shoppers Research their Product Online before Purchasing

Mobile Traffic Represents 53% of all Ecommerce Traffic

Using Video on Landing Pages can Increase Conversion by 80%

Average Click-thru Rate of Newsletter Campaigns from Ecommerce Stores to Customers is 4.6%

Average E-Commerce Conversion Rates Vary from 2.8% to 4.5%

It’s Estimated that there will be 1.92 Billion Global Digital Buyers in 2019

60 percent of deals in the pipeline are lost to “no decision” rather than to competitors.

60% of Online Shoppers Abandon Their Carts Because of Unexpected Extra Costs

Users who have a Negative Experience on a Mobile Website are 62 Percent Less Likely to Purchase from that Business in the Future

More Conversion Optimization Stats

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

Personalized Call-To-Actions Convert 42% More Visitors into Leads than Generic CTAs

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

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

The Average Conversion Rate of a Facebook Ad is 9.21%

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

96% of Marketers Say ‘Segmentation’ is the Most Powerful Method of Improving Conversion Rate

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

Emails with a Single Call-to-Action Increased Clicks 371%

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