Click here for metric definitions
Back to Benchmarking Home

Industry Form Abandonment Benchmarking

Average Conversion Rate Statistics by Industry 2022

Here you can see how conversion / abandon rates for forms in different industries compare including the travel, financial services, charity, eCommerce, insurance, software, education, automotive, and gambling sectors + more

Please be patient - Google Data Studio can take a few seconds to load.
Data is best viewed on a desktop device.

About the Data

Find out more about the data we've used to go into our benchmarking study. Get a breakdown of industries, form types, browsers and device types. Click to see more.

Form benchmarking pie chart

Form Type Benchmarking

Compare the performance of different types of form, such as application, purchase, registration across a range of Zuko metrics. Click to see more on different form types.

Form Performance Analysis

Explore how different form performance metrics affect each other - for example compare the number of form fields with the average number of field returns. Click to find out more.

Key Conversion Rate Statistics - More Information

If you are a journalist or writer wanting to know more about our form abandonment statistics, or if you simply have any questions or feedback on our data, feel free to get in touch using the short form below:

Thank you - we will get back to you as soon as possible.
Oops! Something went wrong while submitting the form. Please try again.

View to starter %- The % of form starters as compared to form views - how many people started interacting with the form after viewing it?
Starter to completion rate- The % of form completions when compared to  form starters. How many people completed the form after starting it?
Starter to Completion % - of those that started interacting with the form, what % of people successfully submitted it?
View to completion %- This compares the number of form completions to form views - this is often used as a benchmark for how’ good’ a form is, and is also called a Conversion Rate.
Completion time -
how long did users spend interacting with a form before submitting it?
Abandonment Time - how long did users spend interacting with a form before leaving?
Field Return - A field return is when a user exits a field after entering some data only to return to it at a later stage in their session. A single field can have multiple field returns, and a session can also have many.
Avg. Field returns- Looking across all sessions, what was the average number of times that a user had to return to fields that they had previously exited. This metrics only consider form starters in its calculation.