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An Interesting Finding About Forms

Bill Nussey, Silverpop
by: Bill Nussey (@bnussey)
06 October 2008

We just completed a fantastic benchmark study (maybe the first) on BtoB lead metrics. One of the findings that really stood out to me reveals an interesting detail about how people fill out Web forms. It turns out that it’s not the number of questions marketers require, but how long it takes the responder to answer them that matters most. Forms that were able to be completed within one to two minutes or less were most likely to be completed, while longer forms were more likely to be abandoned mid-way through. Forms populated with previously collected data were completed at a rate 20 – 25 percent higher than new-lead forms. So, people are willing to answer a lot of questions—as long as they can do it quickly.

If you want to learn more about this and the other findings, you can get the full study from the Web site.




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