Client Revenue$96,120,614

How Long Online Forms Lose Leads

Updated November 10, 2022

Recent Posts

Get a Free Digital Marketing Quote!
Want to talk now?
Give us a call at
(702) 904-4262

Powered by OnSago

Content Key

Share this Post :

So, your marketing is working and you managed to entice a potential customer to your website. They looked around, read your copy, thought about it, found it convincing and even came back two days later to get in touch. Now they’re on your contact page, poised to act. They glance over the form. You have a few questions for them:

  • How many in your party?
  • What is the best time to call?
  • What is your marketing budget?
  • How did you hear about us?
  • Please type the numbers you see in this fuzzy picture.

Simple right? It certainly was supposed to be.

Except now they have to stop. Think about their answers. They weren’t prepared for that. They don’t have a ready answer.

They really just wanted to get in touch. Start a dialogue. Get your input. Make a connection. Buy a service.

So they leave.

Never to return.

This happens everyday, on hundreds of thousands of websites. Missed opportunities, just piling up.

Don’t Focus on Yourself, Focus on Your User

Every online sales funnel is a sequence of key steps—for example, visit A, read B, and fill out C. As experienced business owners and marketers, we know that at each step some of our potential customers will choose not to continue the journey. We call this friction, melt, drop off or something similar. To be successful we need potential customers to make it through our acquisition process with minimal effort and in the maximum number.

Yet, so often we introduce additional hurdles to the process against our best interest and that of our potential customer.

Take for example the typical online form—be it a contact form, lead generation form, appointment form, sign-up form, check out process or what have you. They often start out innocently enough, a few key fields gathering critical information, but then they grow.

It starts like this:

“We’d like to gather additional information from each person. It would be good to know more. Keep it in the CRM for later.”

“We spend money on marketing. I will feel better about that if the person also tells us which marketing channel captured them.”

“We get two spam emails a week, I really don’t like that. Let’s add one of those number puzzles to the end of the form to block those.”

I’ve heard these requests (and many others) during the process of building hundreds of websites.

“Small Changes” Cause Lost Opportunities

“But, it’s only a couple form fields. What’s the harm? It won’t take long to fill out.”

True, it won’t take long, but whether the customer is willing to do so is completely unknown in most cases. Very few site owners routinely A/B test to understand the impact of changes to their site. After all, they are busy folks. They typically want to fix a known business or marketing problem and don’t tend to look too closely at secondary effects or fallout.

Yet, you really should, and to explain why, I will give you one example where an exceptionally small form change yielded a large potential negative outcome that might have gone unnoticed until it was too late.

The Case of “Just One More Little Form Field”

Just one more form field for monsieur, it's only wafer thin.

“One more form field for Monsieur? It’s only wafer thin.”

A client, in this case a private event venue, had a traditional contact form that doubled as a lead generation/booking form.  98% of its submissions were related to booking the facility while the remainder were other business inquiries.   The client requested five new required fields be added to the form.  These fields sought to improve lead pre-qualification and shorten the amount of time required for the initial sales call. Both perfectly legitimate goals you would think.

The original form was a basic contact form with five fields (three being required):

  • Name (required)
  • Phone
  • Email (required)
  • Number of Guests
  • Message (required)

After discussion of the potential ramifications of adding so many fields to the form, the client agreed to add only one of the five requested form fields as a test:

That new field was: Budget.

The Impact

Baseline data was available for the 15-month period prior to implementing the new “budget” contact form field. During the baseline period marketing efforts were generally stable. No new major campaigns were undertaken. The general audience mix stayed the same.

The new form test was run for two months. Average monthly data for both cases was tabulated:

Average Monthly DataBaselineNew Form
Website Visits (Sessions)61975636
Contact Page Views510360
Contact Form Submissions15774
Conversion Rate (All Traffic)2.56%1.31%
Conversion Rate (Form Page Traffic)30.45%20.5%

We found there was a startling decrease in the rate of conversion and overall number of leads generated:

50% decrease in leads as a portion of all website traffic (2.56% to 1.31%) and 33% decrease based on overall contact page traffic (30.45% to 20.5%).

Yikes!

Potential Lost Revenue or How to Lose a Million Dollars

Form conversion rate optimizationWhile the figures above are significant in themselves, let’s estimate the total potential drop in revenue caused by this one new form field.

In this case individual bookings have an average value of $10,000. Let’s assume this business is able to close 20% of their booking leads (as limited by customer competition for specific booking dates and capacity limitations).

During the trailing 12-month period prior to the test approximately 1900 leads were generated. A one-third drop would reduce this number to around 1260, or a loss of roughly 640 leads.

Assuming our 20% close rate and $10,000 value per sale those 640 missing leads amount to a potential loss of $1,280,000 in revenue per year.

Let that sink in.

Earlier Form Conversion Studies

This isn’t the first time that form length has been directly tied to conversion rate.

Well-known marketer Neil Patel reduced a 4 field lead form by one field for a 26% increase in conversions (see Test #4). The leading Norwegian beauty store saw a 11% increase in conversions through a three field reduction in their registration form. Hubspot’s 2010 analysis of 40,000 forms noted that forms with more than 5 fields show a consistent drop off in conversion for every field added.

What most business owners fail to comprehend is the potential magnitude of the impact of seemingly minor changes.

What Is the Best Way To Avoid Problems?

A best solution is to test early and test frequently, but in general be aware that minor changes can have major impact at scale. In fact there is an entire marketing discipline—conversion rate optimization—built around answering these questions.

What is Conversion Rate Optimization?

Conversion rate optimization is the practice of increasing the percentage of website visitors that become new customers, or generally take a desired action on the site. It isn’t about finding new sources of traffic, or communicating with your current customer base. It’s about getting more out of what you have and avoiding wasted opportunities. It’s about inviting action and removing obstacles.

Leave a Comment

If you have similar positive or negative experience, a question about optimizing forms, improving conversions, or anything related to this article, please feel free to leave a comment below or contact me directly.

The post How Long Online Forms Lose Leads appeared first on Vance Bell, Philadelphia, PA.

Join our email list for marketing strategies, website tips and ux improvements, and business insights.

About the Author

Justin is a local marketing expert with over 15 years of experience creating brand recognition around digital strategies.

Leave a Reply

Get a Free Digital Marketing Quote!
Want to talk now?
Give us a call at (702) 904-4262

Powered by OnSago

More Great Posts

Advertise with us
Join our advertising network to grow your business. Give us a call at (702) 904-4262
Rank #1 on Google with 702 Pros | Sidebar Advertisement | 702 Pros SEO
Sponsored
34.99 WordPress Updates | WordPress Support by 702 Pros
Sponsored
Best Top #1 How Long Online Forms Lose Leads | How Long Online Forms Lose Leads Agency | Justin Young, US Air Force Veteran and CEO of 702 Pros
Justin Young Signature - 702 Pros

Justin YoungCEO of 702 Pros

I'm Justin Young
Air Force Veteran, Founder and CEO of 702 Pros.

I lead our team to grow our client’s businesses with smart and innovative web design and digital sales systems. I treat every business like it were my own, giving each the attention it deserves. In short, our experts will focus on delivering the best results producing the greatest ROI for your business.

Let’s talk about your business!

VOSB CVE AWARD

Our How Long Online Forms Lose Leads Agency will work hard to make sure your business succeeds online

Our How Long Online Forms Lose Leads experts are waiting to build your business credibility like never before. Let our team help grow your brand with digital marketing & WordPress management solutions, built around producing the highest return on your business investment.

2021Winner
Best Web Design Agency in
2021Winner
Best Digital Marketing Agency in
2021Winner
Best SEO Agency in

Deals on Web Design Pricing in

Hurry our web design deals in will only last for a limited time only. Our team of web designers have the experience and knowledge to get your business off to the best start possible or improve your business presence with SEO , digital marketing , web support and website hosting

20% off Web Design Deal Ends Soon!

Days
Hours
Minutes
Seconds

Grow with the Pros

Let us know about you to get started.

A problem was detected in the following Form. Submitting it could result in errors. Please contact the site administrator.

Want to talk now? Give us a call at (702) 904-4262

Powered by OnSago

Ready to speak with a marketing expert?

Call our team @
+1(702)904-4262

Our Pros have your back with award-winning design and marketing,Including proven systems focused on producing the best return on your investment.

702 Pros is veteran-led design by Justin Young—Air Force Veteran and Digital Marketing Authority.

2021Winner
Best Web Design Agency in the United States
702 Pros Landscape Logo Vector - with url and grow with digital catchphrase
Google Partners
Meta Business Partners
Inc 5000

FAQs

There are definitely benefits associate with hiring a local website hosting provider over a large hosting provider like Godaddy. One, you have a clear company
There are definitely benefits associate with hiring a local website hosting provider over a large hosting provider like Godaddy. One, you have a clear company
Why – in a world of website builder tools would someone possibly hire a professional web designer to do a website for them? Short
Hiring a web designer can be a tough decision for any business to make. It can be even more of a challenge working with
702 Pros was created in 2015 and registered as a business in Las Vegas, NV in early 2016.
Our web design services include service business web design, e-commerce web design, artist portfolio web design, photography portfolio web design, restaurant website design, entertainment

Meet Our Team

I’m Justin Young, the Founder and CEO of 702 Pros. Let’s build something amazing, challenge our minds with creative and insightful development.

Justin Y.

Founder and CEO

Hi All! I oversee complete operations at 702 Pros. I’m passionate and dedicated to helping continue innovation and growth of local businesses.

Ashley M.

Chief Operations Officer

Kyla E.

Client Relations

My name is Johann Olivares, I am a Web Developer for 702 Pros and I build and design awesome Web Applications with my web dev team and aim to get better each day. Sidenote – I am a huge Dragon Ball Fan.

Johann O.

Web Developer
Kyla Sloan | Kyla Estes | Client Management | Reception | Sales
Advertising with Us
Kyla SloanAdvertising Specialist
Our team has the digital and traditional marketing skills to get you in front of customers looking for your product or service.
Want to talk now? Give us a call at (702) 904-4262

Powered by OnSago

Add Your Business To the 702 Pros' Directory
Please add some general information about your business.
A problem was detected in the following Form. Submitting it could result in errors. Please contact the site administrator.
Want to talk now? Give us a call at (702) 904-4262

Powered by OnSago

2022 Sale

Get 20% off!

All Web Design Packages
A problem was detected in the following Form. Submitting it could result in errors. Please contact the site administrator.
Days
Hours
Minutes
Seconds
Want to talk now? Give us a call at (702) 904-4262

Powered by OnSago

Justin Young - Founder and CEO of 702 Pros | Web Design Las Vegas | Las Vegas Marketing Agency | best web design company in las vegas | Digital Marketing Agency | Web Design Agency | Top Web Design Agency
Schedule a Free Digital Strategy CallOur team is ready to grow your business!