Data Studies
Conversion studies on what websites give visitors to act on: booking tools, contact forms, calls to action, tap-to-call links, reviews, checkout options, pricing pages, and testing and analytics tools. Many go industry by industry through US small business websites found through Google Business Profiles, from dentists and plumbers to law firms and restaurants. Others use the public HTTP Archive crawl of 15.5 million websites, with popularity ranks from Google's Chrome UX Report, or the pricing pages of SaaS companies that rank in Google. Compare your own site against what we found.
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53.5% of US chiropractor websites offer no way to book an appointment online, and 17.2% offer no direct way to reach the practice at all: no booking, no tap-to-call link, no contact form and no chat.
53.5% of US veterinarian websites offer no way to book an appointment online, even for a routine vaccination. Vets that show client reviews on their website are the exception: 65.5% of them take bookings online, against 22.5% of vets that show no reviews.
82.6% of US gym websites offer no way to book a class, a trial or a session online. And 28.6% of gym websites offer no direct way in at all: no booking, no tap-to-call link, no contact form and no chat.
86% of restaurant websites offer no way to book online, and 58.7% have no tap-to-call link, so a diner who is ready to reserve usually has to find the phone number and dial it by hand.
80% of auto repair shop websites offer no way to book online, even for routine jobs like oil changes and inspections. The phone is the default instead: 71% of shop websites have a tap-to-call link.
96% of law firm websites offer no way to book a consultation online, so a potential client who finds a firm at night or on a weekend can only call, fill in a form and wait, or move on to the next firm.
72.1% of spa websites let clients book online, but only 40.8% have a tap-to-call link, so 59% of spas give the client who wants to ask a question first no quick way to call.
46.9% of law firm websites offer no contact form, no online booking and no live chat on their main pages, leaving a phone number or an email address as the only way in. The firms that do have a form keep it fairly short: the typical law firm contact form asks for 6 fields.
60.2% of insurance agency websites offer no contact form, no online booking and no live chat on their main pages, so a visitor who wants a quote has to call. The agencies that do have a form often ask a lot: one in eight insurance contact forms has 15 or more fields.
The median real estate contact form asks for 7 fields, more than in any of the 6 industries compared, and 55.3% of real estate forms ask for 7 or more. Buyers and sellers who want to talk to an agent are asked more questions up front than a visitor to a law firm, an insurance agency or a SaaS company.
47.2% of home services contact and quote forms ask for 7 or more fields, and moving companies ask the most, with a median of 8 fields. At the same time, 55% of home services websites have no contact form on their main pages at all.
43.3% of financial advisor websites offer no contact form, no online booking and no live chat on their main pages, so a prospective client can only call or email. The advisors who do have a form keep it the shortest of 6 industries, with a median of 5 fields.
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