Web form abandonment is an issue that pervades multiple industries. Unsettlingly, it happens more frequently than one might expect. Form abandonment statistics from a 2018 survey by The Manifest paint a troubling picture - 81% of people recently abandoned at least one web form, and over 67% of those never return source. This, coupled with a meager average conversion rate of 2.35% post-clicking through to a landing page, signals a significant area of improvement. The implication for businesses is clear: only a small percentage of your audience is interacting with your web forms.
In industries where web forms are integral to lead generation, it's critical to maximize form conversion rates. Achieving this requires a profound understanding of why form abandonment occurs.
Identifying the Root Causes of Web Form Abandonment
The reasons for web form abandonment are as diverse as the reasons for creating the forms themselves. According to The Manifest's survey, respondents listed the following reasons for abandoning online forms:
- Security concerns (29%)
- Length of the form (27%)
- Advertising/upselling (11%)
- Unnecessary questions (10%)
These form abandonment statistics were further validated by a 2020 study by Signicat, a European digital identity solutions provider. Their survey of 4,000 consumers across the UK and EU discovered that on average, 63% of people abandoned their digital banking applications for reasons such as length, confusing language, lack of digital-only options, and the requirement of too much personal data.
Technical performance issues and usability problems can also lead to form abandonment. A delay in load time can result in an abandonment rate of up to 87%. Insights gleaned from abandoned cart statistics indicate that an overly complex checkout process can lead to 87% of shoppers abandoning their cart. It's reasonable to assume that an overly complicated form completion process could have a similar impact on conversions.
A Practical Guide to Reducing Web Form Abandonment
Recognizing the core causes of form abandonment, we can categorize them into:
- Trust issues (security concerns, excessive data requests)
- Functionality issues (performance, complexity)
- Disrespect for user's time (length, unnecessary upselling)
With these categories in mind, it's time to tackle the steps to mitigate web form abandonment.
Re-optimize Your Forms
The first step involves refining your forms. Keep them concise and request only the information absolutely necessary for your campaign. Avoid asking for phone numbers, as doing so can escalate form abandonment by up to 37%. Also, make sure to thoroughly test your forms across different devices and operating systems. Using a form analytics tool for form abandonment tracking can help you identify potential performance issues and bottlenecks.
Revise Your Messaging
Establishing trust is crucial to encouraging form submissions. Today, only 21% of people trust established global brands with their personal information. It's important not to breach this trust. Remove upselling attempts from your forms, be transparent about why you're collecting data, and highlight the benefits for the user.
Save Partially Completed Forms
Make sure your forms save inputted data, even if the form is not completed. This mitigates user frustration and sets the stage for retargeting in case of an abandoned form.
Develop Targeted Retargeting Emails
Track your abandoned forms to identify users who might respond to retargeting. Reaching out to them via email that focuses on the benefits of form completion from their perspective can be quite effective. Consider offering incentives for form completion.
How Responser Combats Web Form Abandonment
Responser is your comprehensive solution to form abandonment, offering superior tracking, user analytics, a retargeting solution, and the ability to save partially completed forms. Spanning the entire sales journey, from lead collection to form optimization, Responser empowers you to significantly reduce form abandonment and recover lost leads. Keen to learn how our solution can help you overcome the challenge of form abandonment? Book a demo today with Responser.