B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
11%
11% -- abandonment reason share for form abandoners citing ads or upselling (2026)
According to a 2026 Baymard/HubSpot joint report, 11% of people who abandon forms cite ads or upselling as a top reason.
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Lighthouse Research Team
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Evidence graded
Value
11%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Baymard Institute / HubSpot
Primary
Tier A
https://kirro.io/form-conversion-rate ↗
Source Article
Form Conversion Rate: Benchmarks & How to Improve It
The average form conversion rate across industries is roughly 17%. But that number is almost useless on its own. A newsletter signup form and a demo request form live in different universes. One might convert at 35%. The other at 5%. Both could be perfectly healthy.
This guide breaks down form conve…
Original Research
Baymard Institute / HubSpot
· Original study ↗
Methodology
Baymard/HubSpot joint report
Methodology documented
Segmentation
IndustryAll
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
form abandoners citing ads or upselling: 11% abandonment reason share. Source: Baymard Institute / HubSpot (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/abandonment-ads-upselling-11
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<blockquote cite="https://lighthousedata.io/data/abandonment-ads-upselling-11" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>11%</strong> -- abandonment reason share for form abandoners citing ads or upselling<br><small>Source: Baymard Institute / HubSpot (2026) · <a href="https://lighthousedata.io/data/abandonment-ads-upselling-11" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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