Variables / caveats
Below are some actual form completion rates from anonymous property/housebuilder websites. It’s from a sample of 8 housebuilder websites that I’ve analysed over the past few years. Not a lot. But the below sample size is enough for me to be reasonably confident in providing benchmarks for completion rates of enquiry, appointment/viewing, and brochure forms on this type of website.
Also, there are lots of reasons why these %s are what they are. Lots variables at play when analysing form completion rates. For example:
* Sources – forms receiving traffic from more speculative sources of traffic (like display campaigns), might not have high completion rates.
* Routes into forms – sessions which are warmer, and have navigated from more pages, might have higher completion rates.
* User types – users who are further into their research journey, tend to generate higher completion rates.
* CTA wording – the words used on CTAs can have an impact on the likelihood of the form being completed. They influence user expectations.
* Overall ‘pre-form’ UX – The quality of the experience leading into the form view will heavily influence form completion rates.
* Overall ‘on-form’ UX – The UX of the forms. Number of fields & inputs. Relevance of fields & inputs. The validation. The UI.