What is a good lead form completion rate? Benchmarks

A good lead form completion rate is about 43% of the people who start the form. Zuko’s form-type benchmarking puts enquiry forms, its label for lead-generation forms, at 42.7% overall: 47.7% on desktop and 37.7% on mobile. That is the lowest of the eight form purposes Zuko tracks. Registration forms reach 60.7%.

• Enquiry (lead-gen) forms: 42.7% starter-to-completion overall; desktop 47.7%, mobile 37.7%, tablet 35.6%. Based on 4.8 million tracked sessions.
• Contact forms: 47.4% overall; desktop 51.2%, mobile 39.4%.
• All forms, every purpose: 51.7% across 93,022,997 sessions.
• Against everyone who sees the form rather than everyone who starts it, Zuko reports all-forms view-to-completion at 37.2% on desktop and 31.3% on mobile. It does not publish that figure for enquiry forms.
• Industry spread: from 34.55% (Property) to 67.35% (Forex Trading), all form purposes combined. Zuko notes its Forex figure is inflated because many Forex multi-step forms were set up as single forms.
• The rule: compare only against a benchmark on the same scale, the same form purpose and the same device.

Lead form completion rate benchmarks by form type and device

Zuko is a form-analytics vendor, and its benchmarking is the largest public dataset of form completion we could verify. The table below is Zuko’s form-purpose data as published on 27 September 2026, plus the three other figures people most often quote as a “form completion rate”. The final column matters as much as the number: each row divides by something different.

A note on Zuko’s label. Zuko’s tables head the column “conversion %”, and its metric glossary says view-to-completion “is also called a Conversion Rate”. The numbers say otherwise. The all-forms mobile figure in the table, 47.53%, matches Zuko’s stated mobile starter-to-completion rate (47.5%), not its mobile view-to-completion rate (31.3%). We therefore read the tables as starter-to-completion. The desktop figures differ slightly (54.48% in the table, 55.5% in Zuko’s text), and Zuko does not explain the gap.

Enquiry forms finish less often than any other form purpose in Zuko’s data, so a lead form judged against the all-forms average will look about nine points worse than it is.

What is a good lead form completion rate by industry?

Zuko’s industry benchmarking splits the same 93 million sessions by sector. These rows mix every form purpose in that sector (applications, checkouts and enquiries together), so they describe the sector’s visitors, not lead forms alone. Use them for the device gap, and use the enquiry-form row above for the level.

Three of these sectors have sample sizes under a million sessions (software, automotive, healthcare), so treat their device gaps as indicative. For trades, home services, coaching, agencies and professional services, Zuko publishes no separate row, and we found no other public benchmark with a disclosed sample for those sectors. Measure your own form for eight weeks and use that as your baseline.

In Zuko’s industry data, software forms lose 14.9 points between desktop and mobile, the widest gap of any sector in the table.

Which scale is the benchmark on? The form-completion scale check

The same form produces very different “completion rates” depending on what sits underneath. A 6.6% landing page rate and a 42.7% enquiry form rate can describe the same visitors, because one divides by everyone who loaded the page and the other only by people who typed into the form. Before comparing, find which of four scales your number and the benchmark each use:

• Starter scale (completions ÷ people who started the form): Zuko’s tables. Expect 40% to 60%.
• Viewer scale (completions ÷ people who saw the form): Zuko’s 37.2% desktop and 31.3% mobile, all forms.
• Visitor scale (completions ÷ landing page visitors): Unbounce’s 6.6% median across 41,000+ landing pages, 464 million unique visitors and 57 million conversions. Its conversions include click-through pages as well as forms, so it is not a pure form-completion figure.
• In-platform scale (forms inside an ad, often prefilled): LinkedIn says its Lead Gen Forms average 13%, but does not state the denominator.

The formula for each scale, and the counting mistakes that move them, are on our page on how to calculate lead form completion rate. The only rule this page adds is the check itself: a lead form completion rate compared with a benchmark on a different scale is not a finding, however large the gap.

How do I read my own form completion rate against these benchmarks?

Match your rate to the Zuko row for your form purpose and device, then read the ratio off this table. The 0.7 and 1.1 lines are our own working thresholds, not published standards. We chose 0.7 because it is the ratio between the lowest and highest form-purpose averages in Zuko’s data (42.7 ÷ 60.7 = 0.70): a form that far below its own purpose’s average is further off than the weakest form type is from the strongest.

Worked example, with illustrative inputs. An enquiry form has 2,400 views and 700 starters in a month. Desktop: 300 starters, 150 completions, 50.0%. Mobile: 400 starters, 130 completions, 32.5%. The blended starter-to-completion rate is 280 ÷ 700 = 40.0%, which looks below the 42.7% enquiry row. Split by device, desktop is 50.0 ÷ 47.7 = 1.05 and mobile is 32.5 ÷ 37.7 = 0.86. Both sit inside the normal band. The shortfall is traffic mix: 57% of starters are on mobile.

The same form’s view-to-completion rate is 280 ÷ 2,400 = 11.7%. Zuko publishes no viewer-scale figure for enquiry forms, and its all-forms figures include registrations and checkouts. So the honest reading is that 11.7% cannot be benchmarked; it can only be tracked against itself. If most of the loss is before the first field, our guide to why lead form completion rate is low sets out how to find the cause.

Always split a lead form completion rate by device before comparing it, because a mobile-heavy month can fail a benchmark that both devices pass separately.

What does benchmarking my own lead form cost?

You need three counts per device: form views, form starts and completed records. GA4’s enhanced measurement records form_start and form_submit but no form view, so adding a view event that fires when the form is on screen takes a developer about two hours. A form-analytics tool does it without code, at a subscription cost. After setup, reading the numbers against the table above takes under an hour a month. Wait for at least a few hundred starters per device before trusting a ratio.

Form completion is one stage among many in our breakdown of sales pipeline stages and what they cost. A completed form is worth only as much as the speed of the first contact after it, which is the stage AI appointment setting covers, on a pay-per-booked-appointment basis.

Lead form completion rate questions

What is a good form completion rate?

For a lead-generation form, about 43% of people who start it. Zuko’s form-type benchmarks put enquiry forms at 42.7% overall, 47.7% on desktop and 37.7% on mobile. Registration forms reach 60.7%, so compare a lead form with the enquiry row, not the all-forms average.

What is the average form abandonment rate?

On Zuko’s data, the inverse of completion: about 57% of people who start an enquiry form do not finish it (100% minus 42.7%), and about 48% across all forms. Measured against everyone who sees a form, abandonment is higher, because many viewers never start at all.

Is a 20% form completion rate good?

It depends on the scale. As a share of people who started the form, 20% is well below every form purpose in Zuko’s data. As a share of landing page visitors, it is about three times Unbounce’s 6.6% median landing page conversion rate. Find the denominator before judging it.

Why is my mobile form completion rate lower than desktop?

Because mobile forms finish less often everywhere. In Zuko’s data, enquiry forms complete at 47.7% on desktop and 37.7% on mobile, a 10-point gap. Compare mobile only with mobile. A gap much wider than 10 points on an enquiry form is worth investigating.

Do LinkedIn lead gen forms have a higher completion rate?

LinkedIn says so. Its guide to Lead Gen Forms states its data shows an average Lead Gen Form conversion rate of 13%, against 4.02% for landing pages. That is the platform’s own figure, and it does not state the denominator, so it is not directly comparable with a website form’s starter-to-completion rate.