Common reasons for form abandonment
Why do visitors stop filling out a form? There are a lot of reasons, but the most common include:
Long load times
Have you ever started filling out a form, but it took forever to advance to the next field or page? If visitors have to wait, they’ll leave. It doesn’t matter how much they’ve already filled out, visitors have zero tolerance for wasting their time.
Unwilling to share information
Form analytics show you how long it takes a visitor to fill out each field. If visitors take a lot of time to fill out a particular box, maybe they aren’t comfortable sharing that information, like a cell phone number or salary range.
If customers change information on a form, it also suggests visitors are hesitant to provide the requested information.
Privacy matters. Visitors need reassurance that their information remains private and won’t result in a flood of useless emails. Your form needs to include trust signals, such security assurances if your form is asking for payment information, or an explanation of how the visitor’s information will be used.
If a visitor has filled out a long form and hit “submit” only to be shown an error message because they missed a field or submitted invalid information, it’s tempting to abandon the form altogether. Instead, choose to display inline validation, such as a highlighted field during the process to catch the visitor’s eye before they click “finished.”
Visitors may start to fill out a form only to scroll down and realize that it’s too lengthy or time consuming. This could mean that you’re asking too many questions or questions that appear too detailed.
Sometimes, a visitor abandons a form because the questions feel irrelevant to their needs. If a visitor is joining an email list, for example, but has to fill out questions about his or her age, marital status, and whether or not they’d like a free trial of your product – it feels like the form is collecting a bunch of irrelevant data.
Your form has to look great on every device and every screen. When a visitor tries to fill out your form on a smartphone, for example, it should adapt to the screen. If there are any incompatibility errors, you’ll see abandonment rates climb.
Don’t bore potential customers with a drab form. Play around with sliders, buttons, and toggles to spice up a form. Do what you can to make a form interesting or game-like so you can minimize abandonment rates.
To make sure humans are filling out your forms – not bots or machines – you might use a CAPTCHA device where the visitor has to perform a quick task to show they’re human. While it does keep spammers from filling out your forms, it is a deterrent for legitimate customers looking to provide information.
Creating a profile
If you ask visitors to create a profile or set up login credentials, you’re probably scaring some of them away. Let the visitor fill out the form first, you can always ask them to create a profile later.