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What are benchmark conversion rates from click-to-form fill for a b2b companies?
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3 Answers
This is an interesting one, and the answer depends on a number of factors such as the vertical market you are in.
Now, if you believe that conversion rates from click-to-form fill for a b2b companies are the same whether the visitor came to your form via an email invite or by finding your landing page via a search engine, then the best comprehensive paper I recall on this comes from Eloqua who did a detailed BENCHMARK on conversion rates.
For example, the benchmark shows that the High Tech sector and Consumer sector has the lowest click thru rate of about 3%. I still read a lot of other sources say it's still at about 2%
- and of course this depends on whether your visitor knows you brand name already etc.
I hope you can find this useful Eloqua report on the internet. If not, send me a reply and I'll chase it down for you.
Great question, but it really does depend on the context of the promotion, the audience targeted, the offer made, and the ease of the registration form. I've seen "successful" registration forms with anywhere between 5-25% conversion rates. Some companies are thrilled with the 5%, for example, because it filters out less-interested prospects and is a natural triage mechanism.
Others want more of the less-immediately-qualified leads to get through and engineer their forms for higher conversion, with lead scoring and triage happening after the submit.
More important than identifying an external benchmark is establishing your own "control" conversion rate based on what you're doing now, then seek to improve both reg page yield as well as lead quality through a number of factors - page design, offer, copy, media/audience targeting, etc.
An impossible question to answer!
As I pointed out during the roundtable, the one benchmark you should concern yourself is what your CVR is TODAY. You need to focus on optimizing from your existing performance rather than focus on industry standards.
There is no ideal CVR. You can trade CVR for additional form fields which may(or may not) put your lead qual team in a better position to qualify the prospect. Click to form fill CVR is moot if your leads aren't making it to the opportunity stage so focus on measuring lead quality first.
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