Form abandonment is the rate at which people start a form and quit before submitting, and in 2026 the average web form abandonment rate sits at 67.9% — roughly two of every three people who begin a form never finish it.

Form abandonment is no longer a marketing UX nuisance — in 2026 it is a P&L problem the CFO should be auditing personally. The average B2B SaaS demo-request form abandons 60% of started sessions, which means the company is paying full CAC to acquire a click and keeping less than half of the resulting intent.