Currently the average conversion on mobile takes 24 taps. This is why it is crucial to lower the barrier of entry to complete a conversion, whether that be an e-commerce purchase, a sign-up or a form fill. Making things simpler and quicker for your consumers will help improve conversion rates and total conversions. Whether it’s eliminating unnecessary steps in a shopping cart checkout process or enabling users to check out as guests, the easier the process is, the more likely consumers are to complete the desired action.

If form fills to gather customer information is your goal, consider running a Facebook Lead Ad as it definitely lowers the barrier of entry. Rather than displaying an ad, requiring a click, sending a user to your website, waiting for it to load, manually filling out a form and then submitting it — a Lead Ad is a Two Tap process.

Originally created as a quick way to optimize form fills for mobile users, these ads have a person click once on the ad, which will automatically fill various fields in the form based on information from their Facebook profile, and then a second click to approve and send this info to the advertiser. And with the ability to integrate these Lead Ads with CRM systems like Salesforce, this eliminates the need for a lengthy process and helps quickly grab the relevant information advertisers crave.