From Drop-Off to Conversion

Why form performance matters

Every relationship starts with a form. Whether it’s a new customer, applicant, donor, or patient—forms are often your first impression. But with the average converting at a rate of just 4%, most of those relationships never get off the ground.

To understand what separates top performers, FormAssembly analyzed 1.6 billion user interactions. The data surfaced clear patterns around completion, drop-off, and friction—showing that small UX tweaks can boost conversions by up to 43%.

Inside this report, you’ll learn what causes users to abandon forms, what the best ones do differently, and how you can apply those lessons to improve results across lead capture, onboarding, and more.