Glossary
Form conversion rate
Submissions divided by views - the headline funnel metric.
Conversion rate is completed submissions divided by views. It is the headline number, but on its own it cannot tell you whether the problem is the offer, the length, or one specific broken field.
Break the funnel into views → starts → submissions. A low start rate is usually a framing or length problem - people look and leave before typing. A low finish rate is a friction problem mid-form, which per-question drop-off will localise to an exact step.
Be careful not to confuse conversion rate with completion rate: completion rate measures how many of the people who started actually finished, while conversion rate measures the whole journey from view to submission. Optimising one without watching the other can be misleading.