Metric Monday: Our Second Year Tracking Form-Fill Rates

saraboostani

When we asked marketers last year, their average form-fill rate was 3.5%. When we asked them again this year in our B2B Buyer Identification Benchmark study, the answer was much the same, 3.7%. Our findings align closely with what others have seen as well- Unbounce reports 3%, Search Engine Land reports 3% to 5%, and Wordstream reports 2.4%.

Low form-fill rates remain an ongoing challenge. And, when visitors come from accounts that can be identified through de-anonymization techniques, just 15% to 20% of these visitors fill out forms (PathFactory). Further, in our recent Buying Experience Report, buyers reported that only 30% filled out forms on the websites of vendors they brought from. 

😓!

@Kerry

Kerry

Very clearly a case of, It is what it is. If you want people to see your content, you better get it out from behind the form!

Brandon McBride

I wish it was as easy as "burn it down and start over". But orgs have key goals and metrics built around those name harvesting lead gen numbers. Somewhere deep down, we all know what that leads to:

Unmet goals, more gates to compensate, more money driving 100 people to a page so 3.7 of them will fill out a form (if we're lucky), wider targeting to drive those 100 people, lower lead quality as a result, and responding to lower lead quality by continuing this cycle because employment and livelihood are tied to those numbers.

If we haven't all been personally experienced that cycle, at the very least we know someone who has.