Industry Benchmarking
Know instantly how your forms compare to your industry
Stop optimising in the dark. Exatom benchmarks your web form and checkout performance against anonymised peer data in your sector — so you know whether you're leading, lagging, or right on par.
Your conversion rate means nothing without context
A 38% form conversion rate sounds great — unless your industry average is 52%. Or catastrophic — unless peers are stuck at 24%. Context is everything. Exatom Industry Benchmarking gives you that context in real time, comparing your forms against anonymised peers in your vertical.
You finally know where to focus: the metrics where you lag your industry most. No more guesswork, no more chasing optimisation tickets that don't move the needle.
Two lenses on the same form — both benchmarked
Exatom benchmarks your forms against peers on two fronts. Performance metrics tell you what the business sees — revenue, leads, conversions. Experience metrics tell you what the visitor feels — friction, effort, frustration. You need both to know what to fix first.
- Start rate — how many visitors actually begin filling in your form
- Submit rate — how many starters complete and submit
- Conversion rate — end-to-end from page view to conversion
- Autofill rate — how often browsers complete fields automatically
- Error rate — how often visitors trigger validation errors
- Duration to conversion — how long it takes to complete your form
Apples to apples — not apples to checkout pages
A test drive request is not a newsletter signup. A checkout is not a quote form. Generic benchmarks are worse than no benchmarks because they mislead you. Exatom matches your forms to the same form type within your industry — so the comparison actually means something.
- Automatic classification of your forms by type and intent
- Matching against peers running the same type of form
- Device-level splits: desktop, mobile, and tablet benchmarks separately
- Quarterly refreshed data so benchmarks stay current
- Best / average / worst quartile visibility, not just a single average
Starting deep in automotive and e-commerce
Benchmarks only work when the sample size is big enough to be meaningful. Exatom has built the deepest dataset in automotive and e-commerce — two industries where form friction directly costs real revenue — and expands into new sectors as volume matures.
- Automotive — test drive requests, quote forms, configurators, brochure downloads
- E-commerce — checkouts, account creation, subscription sign-up
- Expansion roadmap covering insurance, energy, telecom, and B2B SaaS
- Fully anonymised peer pools — GDPR-compliant and ISO 27001 certified
- Automatic industry assignment based on your website and form content
Your AI assistant reads the benchmarks for you
Benchmarks are powerful only if someone actually reads them and acts. Eureka, Exatom's agentic AI CRO assistant, turns benchmark data into clear next actions: which metric lags most, which field hurts you versus peers, and what specifically to fix first — ranked by revenue impact.
- Automatic gap analysis: "You're 14 points below automotive average on submit rate"
- Root-cause linking: Eureka ties benchmark gaps to the exact fields responsible
- Revenue-ranked action plan based on where you trail peers most
- Plain-language Q&A — ask Eureka "Am I above or below industry on mobile?"
Real numbers from real forms in your industry
The average autofill adoption rate on test drive request forms in automotive. Brands below 30% are leaving easy conversion gains on the table.
The average time to complete a "create account" form in e-commerce. Anything above three minutes strongly correlates with drop-off.
The average start rate on "request a quote" forms in automotive. Below 50% means something on the page is killing intent before it reaches the first field.
The average error rate on the phone number field in e-commerce checkouts — the single most common friction point in the entire funnel.
Two metric families, one unified benchmark
Performance metrics
The numbers the business cares about — revenue, leads, conversions. Benchmarked end-to-end.
- Form start rate vs industry
- Submit rate vs industry
- Full conversion rate vs industry
- Device-level performance splits
- Trend lines across quarters
- Best, average, and worst quartile
Experience metrics
The signals visitors actually feel — hesitation, errors, effort. The leading indicators of revenue loss.
- Autofill adoption rate vs peers
- Error rate per field vs peers
- Duration to conversion vs peers
- Field-level hesitation comparison
- Mobile vs desktop friction gaps
- Re-submit recovery vs peers
Data governance
The benchmark pool is private, anonymised, and compliant — so you get insight without exposure.
- Fully anonymised peer data
- GDPR-compliant aggregation
- ISO 27001 certified infrastructure
- Cookieless measurement
- Minimum sample-size thresholds
- Quarterly refresh cadence
"Before Exatom benchmarks we had no idea if a 34% conversion rate on our test drive form was good or bad. Turns out we were 12 points below the automotive average — and exactly three fields were responsible. We fixed them and moved above the benchmark within two months."
Frequently asked questions
Everything you need to know about Exatom Industry Benchmarking. Can't find your answer? Contact us.
See where you stand versus your industry
Add one tag to your website and find out — in minutes — whether your forms lead, lag, or sit on the average. No credit card. No developers. Just answers.