Form Conversion Rate Calculator
A single conversion number tells you something is wrong but not where. Splitting it into start rate and completion rate tells you whether people aren't beginning your form or aren't finishing it — two very different problems.
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Overall conversion, views to submissions.
Overall conversion is start rate × completion rate. Here that’s 28.0% × 44.3% = 12.4%. If the start rate is the low one, the problem is the form’s first impression or placement; if the completion rate is low, the problem is inside the form.
How the funnel decomposes
Start rate = starts ÷ views. Completion rate = completions ÷ starts. Overall conversion = completions ÷ views.
The identity that makes this useful: overall = start rate × completion rate. If overall conversion is 12% because 60% start and 20% finish, the problem is inside the form. If it's 12% because 15% start and 80% finish, the problem is the form's placement, headline, or first impression.
Questions people ask
What counts as a form start?
Interacting with the first field. Most analytics tools can fire an event on first focus; if yours can't, partial-response counts are a reasonable proxy.
What's a good form conversion rate?
There's no universal number — a checkout form and a newsletter signup aren't comparable. The useful comparison is your form against itself after a change, which is what the two-part breakdown supports.
Further reading
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