Quick Stats, CRO edition: Form Conversion

Need to talk a client out of making a really bad decision on a web form? Here are some quick stats you can use to try to talk them off the ledge, with citations.

• Forms conversion plummets by 25% after adding a 5th field on a single page (Ninja Forms)
  

• Case Study: A company increased conversions by 120% by reducing their form from 11 fields down to 4 fields (Unbounce)
  

• Multi-part forms convert 300% better than long single-page forms (Ninja Forms)
  

• Number of Fields vs Conversion Rate Baseline (Quicksprout)

  • 3 fields → 25%

  • 3–5 fields →  20%

  • 6+ fields → 15%

  • Any use of a drop down field lowers all rates to 15% regardless of no. of total fields
    

• Phone Number fields lower conversion rate by 5% (Unbounce)
  

• Age fields lower conversion rates by 3% (Quicksprout)
  

• City/State lower conversion rates by 2% (Quicksprout)

Ok, let’s use some pop-ups and modal overlays!

I have bad news for you:

• 90% of people hate pop-ups & modals: 
  "Most studies have found 90 to 95% of people claim to hate them with a fiery intensity… They’re the second most detested type of ad after telemarketers."
  https://www.entrepreneur.com/article/283548

• 70% of people hate companies that use pop-ups & modals:
  "70% of people say they have a lower opinion of businesses that use them"
  https://blog.hubspot.com/marketing/ad-blocking-stats

• But marketers love them because 2% is better than 0%, I guess? Even if the other 68% don’t like you anymore?
  Pop-ups/modals have a 2% conversion rate
  https://www.entrepreneur.com/article/283548

PS – Mobile sign-ups are also a good way to drive off customers…

• 54% of people will quit if they have to fill in another sign-up form on mobile
  https://www.lukew.com/ff/entry.asp?1966