Which metrics to analyse to pinpoint user friction on forms

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Want to know how to identify the issues that are causing people to abandon your online form or checkout? This short video workshop takes you through a few simple techniques and analyses that help you to quickly diagnose user problems on your forms and develop hypotheses for improvement.

We first cover basic metrics as a starting point:

• Abandon volume & rate
• Error message triggers
• Corrections / returns
• Time spent

And then run through more advanced methods that let you uncover issues that can't be seen from the headline stats alone:

• Behaviour difference - Abandoners Vs Completers
• Failed submissions - what happens next?
• Field level segmentation of abandonment rates

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If you'd like to learn more, read our in-depth white paper on using data to optimize forms.

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