Typeform Application Analysis

The 10th House — Membership Application Intelligence

Full-funnel analysis of The 10th House membership application for Female Founder Collective. 33,093 page views, 8,663 starts, 2,872 submissions. Dec 2023 – Feb 2026.

33,093
Form Views
8,663 started · 2,872 submitted
33.2%
Start → Submit Rate
Benchmark: 74.5% for application forms
26.2%
View → Start Rate
24,430 viewers never began
8.7%
View → Submit Rate
30,221 total lost
Full Application Funnel
33,093
Views
→
8,663
Starts
73.8% lost
24,430 never started
→
3,225
Captured (CSV)
includes 353 partials
5,438 invisible abandons
→
2,872
Submitted
33.2% of starts
🚨 The Real Problem

24,430 people (73.8%) saw the form but never typed a single answer. Another 5,791 started but abandoned — and we only have data on 353 of them. The biggest opportunity isn't fixing form questions — it's fixing the landing page, welcome screen, and first impression to convert more viewers into starters. At the 74.5% application benchmark, you should be getting ~6,454 submissions from 8,663 starts — that's 3,582 missing applications.

⚡ Top 3 Optimizations to Increase Completed Applications
🔴 Critical · Top of Funnel
Fix the welcome screen — 74% of viewers never start
24,430 lost
33,093 people saw the form, only 8,663 began. The welcome screen or landing page isn't compelling enough. Add social proof, member testimonials, exclusive language ("members only"), and set clear time expectations ("takes 5 min").
→ Even a 5% improvement = ~1,220 more starts → ~405 more submissions
🔴 Critical · Mid-Funnel
Reduce start-to-submit abandonment — 66.8% quit mid-form
5,791 abandoned
5,791 people started but never finished. Of the 353 with partial data, 70.8% dropped at "Sub-Industry" and 28% at "Website." Add progress bar, simplify Sub-Industry to multi-select, make Website optional.
→ Reaching the 74.5% benchmark = ~3,582 more submissions
🟠 High Impact · Attribution
Fix UTM tracking — 84% of traffic is dark
84% untracked
Only 16% of applications carry UTM params. Instagram is the #1 self-reported source (30%) but can't be verified or optimized. You can't fix what you can't measure.
→ Enables paid campaign ROI measurement across all 33,093 views
01

In-Form Drop-off Analysis

Field-by-Field Fill Rate (of 3,225 captured responses)
Name
3,224
100.0%
Email
3,224
100.0%
Phone
3,159
98.0%
Company Name
3,220
99.8%
Industry
3,224
100.0%
Sub-Industry
3,221
99.9%
Website
2,942
91.2%
Age
2,872
89.1%
Self-Description
2,742
85.0%
City
2,872
89.1%
State
2,872
89.1%
Country
2,872
89.1%
Company Stage
2,862
88.7%
Team Size
2,862
88.7%
Business Model
2,862
88.7%
Product/Service
2,863
88.8%
Revenue Model
2,865
88.8%
Revenue Last Year
2,843
88.2%
Funding
2,747
85.2%
Seeking Funding
2,864
88.8%
Education Type
2,780
86.2%
Referral Source
2,489
77.2%
Brand Permission
2,329
72.2%
Note

These rates are based on the 3,225 responses in the CSV export — not the full 8,663 who started. The 5,438 invisible abandoners likely dropped off on the first few questions before Typeform captured any data.

Where Captured Applicants Drop Off (353 partial responses)
Sub-Industry
250
70.8% of captured dropoffs
Website
99
28.0% of captured dropoffs
Industry
4
1.1% of captured dropoffs
⚠ Visible Drop-offs

Of the 353 partial responses we can see, 99% drop at just 2 questions: Sub-Industry (70.8%) and Website (28%). But remember — these are only 6.1% of all abandoners. The other 5,438 left no trace.

🚨 The Invisible Majority

5,438 people started the form and abandoned without triggering a partial response. They likely quit on the very first questions (Name, Email). This suggests the welcome screen sets wrong expectations, or the first questions create immediate friction. Consider: is the form asking for personal info (name, email, phone) before showing any value?

02

Applicant Quality Scoring

Score Distribution (Hot ≥75 / Warm 50-74 / Cold <50)
🔥 159
🟡 720
❄️ 1993
Hot (≥75) — Scaling/funded, $500K+ revenue
159 (5.5%)
Warm (50-74) — Growth stage, some revenue
720 (25.1%)
Cold (<50) — Pre-revenue or early stage
1993 (69.4%)
Average Score
42.1/100
Median Score
35/100
⚠ Observation

69.4% of applicants score Cold (<50). Not necessarily bad — 10th House welcomes pre-launch founders. But the pipeline skews heavily toward lower-revenue members, impacting revenue-per-member projections.

Revenue Distribution
03

Applicant Profile

Industry
Company Stage
Team Size
Age Distribution
Top States
04

What Applicants Want from The 10th House

Benefit Demand (multi-select, 2,872 completed applications)
Key Insights
Top 3 Drivers

Networking (86.8%), Mentors (84.3%), Events (74.9%) are the top reasons. These should be front and center on the welcome screen and landing page to convert more of those 24,430 viewers into starters.

Fundraising Signal

55.4% want Fundraising Resources — over half the pipeline. This aligns with FFC's Demo Day and investor access differentiator.

Low Demand

Perks/Discounts (28.4%) and Hiring (27.6%) are the lowest demand. Don't lead with these in ads or landing pages.

Seeking Funding

No: 1350 (47.0%) · Angel: 1024 (35.7%) · Venture (Seed to Series A): 278 (9.7%) · Debt / Bank Funding: 152 (5.3%) · Private Equity: 48 (1.7%) · Venture (Series B+): 12 (0.4%) ·

05

Referral Channels

How They Heard About The 10th House
UTM Source Tracking

Only 15.1% of completed applications have UTM tracking. 2,437 applications are unattributed.

hs_email
196
instagram
52
linkedin
46
hs_automation
44
email
43
xxxxx
36
typeform
16
hs_sms
1
chatgpt.com
1
⚠ Attribution Gap

Instagram drives 29.8% of self-reported applications but UTM tracking only covers ~16% of traffic. With 33,093 total views, proper attribution could reveal which channels drive the most views AND the best view-to-submit conversion.

07

All Optimization Recommendations

  • 1
    Redesign the welcome screen — 73.8% of viewers never start
    24,430 people saw the form but didn't type a single answer. The welcome screen needs: social proof (member count, notable founders), exclusive language, clear time estimate ("5 min application"), and a compelling reason to start NOW. Research shows exclusive language boosts completion 25% and URL personalization adds +16 pts.
    Expected impact: Even 5% improvement = ~1,220 more starts → ~405 more submissions at current conversion
  • 2
    Add a progress bar and reduce perceived form length
    At 20+ fields, this form feels long. 5,791 people start and quit. A progress bar reduces abandonment by 20%. Starting it after the first question adds 133% conversion lift. Consider splitting into 2 pages: quick qualifier (5 questions) then full application.
    Expected impact: 10-20% improvement in start-to-submit rate = 580-1,160 more submissions
  • 3
    Fix Sub-Industry and Website questions — they cause 99% of visible drop-offs
    250 abandon at Sub-Industry (unclear categorization), 99 at Website (pre-launch founders don't have one). Replace Sub-Industry with curated multi-select. Add "I don't have a website yet" skip option.
    Expected impact: ~200-270 recovered applications from visible drop-offs alone
  • 4
    Enable Partial Submit Points to capture invisible abandoners
    5,438 people started but left zero data. A Partial Submit Point after email + company name would capture their info for follow-up nurture sequences. Research shows this recovers ~20% of abandoners.
    Expected impact: Capture ~1,000+ email addresses for re-engagement campaigns
  • 5
    Implement UTM tracking on all acquisition channels
    Only 16% of applications have UTM data. With 33,093 total views, proper attribution could reveal which channels have the highest view-to-start AND start-to-submit rates — not just volume.
    Expected impact: Enables ROI measurement and channel optimization across full funnel
  • 6
    Lead messaging: Networking, Mentors, Events — not Perks
    Top 3 benefit drivers (87%, 84%, 75%) are 3× more demanded than Perks (28%) or Hiring (28%). Use these on the welcome screen and in ads to improve view-to-start conversion.
    Expected impact: Higher-quality traffic and better welcome screen conversion
  • 7
    Consider fast-track path for high-scoring applicants
    Only 5.5% score Hot (≥75). Use Typeform score-based branching to route high-value founders to faster review or immediate scheduling.
    Expected impact: Faster activation of highest-value members
  • 8
    Rework brand permission question (72.2% fill rate)
    543 completed applicants skip it. Consider rewording or moving to post-approval onboarding.
    Expected impact: Higher opt-in rate for marketing use rights

Generated by MH1 · Female Founder Collective · The 10th House Application Analysis · 33,093 views → 8,663 starts → 2,872 submissions · Data: Dec 2023 – Feb 2026