In some way or another, most online businesses rely on form submissions for success. Whether for a checkout process, an email newsletter signup, or an interactive quiz, better form completion rates are better for business.
The problem is, form abandonment rates are notoriously high, especially when site errors come into play. In fact, nearly 70% of site visitors will abandon a form forever if they encounter an issue with it.
So, how can you combat form abandonment and increase conversions for your business?
In this article, we’ll cover what form abandonment is, why it’s important to address, and how you can decrease abandonment and boost conversions.
What is form abandonment?
The definition of form abandonment is when a user leaves an online form without completing it.
Any type of form is susceptible to abandonment—lead generation forms, email newsletters, checkout forms, contact forms, and others.
Form abandonment can have many causes: a bug in the form submission process, confusing user experience, or too many fields, to name a few.
Why is addressing form abandonment important?
For many businesses, form conversions are a key business-success metric. A form might be used to start a sales cycle (as with lead generation forms), or to close a sale (as with an ecommerce payment form).
Simply put, form abandonment can lead to lost sales, missed opportunities, and wasted time and money.