Metric Monday: Form-fill rates across industries, regions, and company sizes...

saraboostani

A few weeks ago, we shared that only 3% of website visitors complete onsite forms, leaving 97% of valuable web traffic unidentified. Today, let’s double-click into this metric. 

• Are form-fill rates different across industries?
• Does it vary by geography?
• What about company sizes?

Our study of nearly 200 B2B professionals found consistent conversion rates across industries (technology, manufacturing, professional, financial, and business services), regions (APAC, EMEA, NorAm, LatAm), and company sizes. These findings align with extensive past research and persist over time. For instance, Unbounce, a digital marketing software provider, reported a 3% form-fill rate among customers in 2020 and 2021. While it's great when a prospect completes a form, the infrequency of such occurrences are too disappointing to count on, and it doesn’t get any better in other industries, locations, or company sizes.

@Kerry

Kerry

It first hit me that form-fill rates were this low and that no one was doing anything with their anonymous traffic back in 2018ish. I have been foaming at the mouth about it ever since. If you pay to have poeple come to your website, they're going to come anonymously 97% of the time. Even when they are part of active buying teams, the stats aren't much better. Getting the most from anonymous traffic is one of the biggest B2B imperatives I know of for marketers.

saraboostani

…and P.S. we ran the same survey again just a few weeks ago - hint: the rates look very familiar.