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I have a b2c site that offers consumers a service if they fill out a short form. My conversion rate from organic search is a dismal .4%! I've searched far and wide for a metric I should seek to reach but oddly enough haven't found much to go on. I found a report in 2006 that claimed e-commerce sites should expect around 3%, but e-commerce I feel is a different ball game.
What conversion rate should a b2c site with form submissions expect? What are your conversion rates from organic search and what type of site(s) do you run?
Sounds like a usability issue to me. Have you gotten any reports from users experience problems with your site? Perhaps the a lot of people find the form awkward, or perhaps the reasons for filling out the form aren't spelled out properly?
I had a lot of problems with a form on my site that was intended for advertisers to submit copy for a printed magazine. Several IT literate people throught it perfect but customers kept being confused. All it needed was some quite subtle changes in wording.
Next question: is the sign up process prohibitive in any way? Could it be simplified? i.e. just ask for the email address and possibly their Name? Anything more might not work, at least initially. Only seek to get the most basic information. Then, once you've built their trust, you can get more info as needed.
A privacy assurance statement beneath your sign up box is important as well.
I wouldn't say so. We ask for basic contact details name, email, phone and so forth so that we can get in touch for the advice. If just an email address was asked for, then our point of contact for them wouldn't be helpful enough.
"A privacy assurance statement beneath your sign up box is important as well."
Privacy is in place.