![\"Form](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/FEATURED-IMAGE-when-to-worry-form-cro.jpg\")
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You will probably never have a 100% conversion rate for your forms. That\u2019s okay.<\/p>\n
There are a surprisingly large number of things<\/a> that can impact whether or not someone successfully completes one of your forms.<\/p>\n Opt-in forms, for example, can be negatively impacted by things like form placement on a landing page or a poorly-written headline.<\/p>\n In the case of ecommerce forms, something you can\u2019t control like shipping prices might prevent users from completing the purchase process. Even button color or using the wrong font can hurt your conversions.<\/p>\n You\u2019ll never win them all. But you should be winning some, right?<\/p>\n At what point do you start to ask, \u201cIs this a good enough conversion rate or should I fix my form?\u201d<\/p>\n <\/p>\n [content_upgrade cu_id=\"12361\"]Free Download: Quick Guide to Form Conversion Rate Optimization (CRO)[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]<\/p>\n Conversion rates vary by form type, landing page design, industry<\/a> and user intent, so a \u201cgood\u201d or \u201cbad\u201d conversion rate isn\u2019t universally measurable.<\/p>\n But you can determine whether or not a conversion rate is optimal for you<\/em> by using a conversion rate formula and comparing your results against your goals.<\/p>\n The basic conversion rate formula looks like this:<\/p>\n Number of actions taken \/ number of units = conversion rate<\/strong><\/p>\n If you have 100 people (units) visit your landing page, but only 10 form submissions (actions taken), you would have a 10% conversion rate (10\/100 = 0.10 or 10%).<\/p>\n A 10% rate might sound great, but it also depends on what you were expecting. If you expected 50 people to fill out a form (50% conversions),10% will feel disappointing.<\/p>\n You might also be disappointed (or suprised) if you compare your conversion rates against industry benchmarks.<\/p>\n The median conversion rate is somewhere between 3-5%<\/a> for most industries, but a higher or lower number than that can still be good or bad depending on the context and your desired outcome.<\/p>\n A 5% conversion rate when you have 100 visitors is vastly different than a 5% conversion rate when you 1,000 or even 10,000 visitors, for example.<\/p>\n Ultimately, it\u2019s about measuring your data in a way that gives you the answer to the question, \u201cDid we meet our goals?\u201d.<\/p>\n If your goals are met, the actual percentage won\u2019t matter as much.<\/p>\n The real question isn\u2019t \u201cwhat\u2019s a good conversion rate?\u201d It\u2019s \u201cwhat\u2019s realistic?\u201d<\/p>\n To answer that, you need to understand what type of conversion you\u2019re actually measuring and whether or not it has ROI for your business.<\/p>\n One experiment from ThinkTraffic<\/a> compared conversion rates based on traffic sources.<\/p>\n When they measured 12 different sources to see which one gave them the highest conversion rates, they found that traffic numbers had little correlation.<\/p>\n Their highest traffic pages didn\u2019t have the highest conversion rates.<\/p>\n If their goal had simply been to increase traffic on their website, or they weren\u2019t tracking their conversion rates by traffic sources, they might have assumed that their conversions were ok.<\/p>\n But looking at this data, it\u2019s clear to see that certain strategies are working better than others. The same is true for form conversions.<\/p>\n In order to determine the true value of your conversion rates, you need conversion data.<\/p>\n One way to get this is to set up goals in Google Analytics<\/a>. Without setting up goals, your Google Analytics results won\u2019t be accurate.<\/p>\n When correctly set up, you can use goal tracking reports to see which channels and user types (demographics) have the highest conversion rates.<\/p>\n This will give you the foundational insights into what you should expect. If your goal is 100 form submissions, but your data shows that you\u2019re consistently getting 50 submissions, it might change your approach to conversion optimization.<\/p>\n You might look into why you\u2019re capping off at 50, or you might change your mind about the importance of 50 form submissions for your bottom line.<\/p>\n That\u2019s why in addition to tracking analytics goals, you also want to track your sales goals, too.<\/p>\n Every conversion has monetary value.<\/p>\n If you have a goal of tracking ecommerce transactions<\/a> for a checkout form, for example, you can specify a goal value that translates into direct sales for your business.<\/p>\n This might give you a better sense of the true value of a conversion. It might make that \u201cmeasly\u201d 3% conversion rate feel better by comparison if you know that each conversion is worth $10,000.<\/p>\n On the other hand, it might make you say, \u201cAt $10,000 a conversion, we need to increase this rate!\u201d<\/p>\n But if you\u2019re not taking the time to compare your conversion rates against your goals, you\u2019ll never know.<\/p>\n Your data can tell you that something\u2019s wrong with your conversions, but it won\u2019t tell you exactly what or why. You will have to dig a little deeper.<\/p>\n If you feel like your conversion rates aren\u2019t living up to expectations, you want to start testing you forms to see which elements might be having a negative impact.<\/p>\n As mentioned, there are plenty of things that can cause your conversion rates to be low. You will most likely want to start with the \u201cclassic\u201d factors when A\/B testing first.<\/p>\n Test:<\/p>\n You can use A\/B testing WordPress plugins<\/a> to handle some of these, those others might require more advanced A\/B testing, like heat maps or customer surveys<\/a>.<\/p>\n If you don\u2019t want to pay for an extra testing tool or you simply don\u2019t have the time to test every new form you build (testing does take time), you can use Google Analytics to redirect browsers to a new page that contains the a new form you\u2019re testing.<\/p>\n By redirecting, you can test two forms against each other in a shorter amount of time.<\/p>\n Your results might not be perfect, but it should give you an idea of whether or not you want to pursue changing the form design for a chance at higher conversions.<\/p>\n Keep in mind that even small changes to seemingly minor elements of your form can have a big impact on conversion rates. So even if you dread the idea of A\/B testing your forms, it might be worthwhile in the long run.<\/p>\n If, at the end of testing, you\u2019re still not seeing the results you want, look back at your industry benchmarks to determine if this is just a normal conversion rate cap.<\/p>\n For some form types, you just won\u2019t see a higher rate no matter what you do, and that\u2019s ok.<\/p>\n [content_upgrade cu_id=\"12361\"]Need help with your form Conversion Rate Optimization (CRO)? Get our guide[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]<\/p>\n Even though there\u2019s no universally accepted \u201cbest\u201d conversion rate, there is a best for your specific forms.<\/p>\n To measure it, use a standard conversion rate formula to calculate your rates accurately as possible, and then consider your goals as well as any context that might impact that rate.<\/p>\n If something still seems off, start A\/B testing your forms and look for noticeable patterns.<\/p>\n If you find that changing the location of the CTA increased your conversion rates, then you know it\u2019s realistic to expect a higher conversion rate.<\/p>\n On the other hand, if nothing really significantly changes, then it might be worth accepting the status quo.<\/p>\n","protected":false},"excerpt":{"rendered":" Do you have a good conversion rate or is it just good enough? Here\u2019s how to calculate the true value of a form conversion. <\/p>\n","protected":false},"author":215519,"featured_media":12367,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[3229,3230,3231,3232,2009],"yoast_head":"\nHow to Determine the Optimal Conversion Rate<\/h2>\n
![\"Form](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/What_Is_A_Good_Conversion_Rate_For_My_Landing_Page_.png\")
<\/p>\nTracking Your Data to Set Realistic Goals<\/h2>\n
![\"Form](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/12-strategies.png\")
<\/p>\n![\"Form](\"https:\/\/www.gravityforms.com\/wp-content\/uploads\/2018\/04\/goals-in-view.jpg\")
<\/p>\nWhen to Start A\/B Testing Your Forms<\/h2>\n
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Final Thoughts<\/h2>\n