Zuko Vs Fullstory for Form Analytics

FullStory and Zuko are often mentioned as alternatives when it comes to form tracking. However, it is not that straightforward.

When you compare Zuko and Fullstory you can see that the product offering is quite different. The platforms are more complementary than competitive. Zuko specialises in improving forms with deep insight whereas FullStory has built a broader but shallower range of tools to improve the user experience.

Given the feature range of both products, it is natural that they work together well and many businesses do use Zuko and FullStory in combination to maximise their insight.

When it comes to form optimization, though, Zuko is the clear number one, as outlined in the table below.




From $56
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Field Returns / Corrections
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Form Funnels
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Basic Session + Completion Data
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Individual Sessions Overview
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Time Breakdowns
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Custom Audience Segmentation
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Auto Indication of Problem Fields
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User Flow Charts
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Error Message Tracking
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Failed Submissions
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Automatic Field Labelling
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A/B Test Support
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"Early Warning" Alerts
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"Build your Own" Flexible Reporting
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API Export
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Things Zuko Doesn’t do that Fullstory Does

FullStory has a number of features that Zuko does not. These include heat maps, click maps and scroll maps along with session replay. In contrast, Zuko specialises in form analytics which Full Story does not offer meaning that it is much more effective if your business relies on forms or checkouts to recruit new customers.

Zuko vs Fullstory Pricing for Form Analytics

FullStory do not publish their pricing which makes it difficult to make a comparison. What we do know, though, is that Zuko has competitive subscription levels for all budgets (starting at $140 per month) with additional options for project based pricing so is affordable on its own or in conjunction with FullStory or any other UX software tool.

Here's what our customers think

"I’ve used Zuko and FullStory for the past two years. I find them both really useful to understand how our site visitors are behaving and to generate hypotheses for future testing."
Head of Experimentation, B2C Insurance
"We have used the services of Zuko for the last 2 years and have benefited from their vast knowledge and experience in digital journey optimization.  As a company they are very easy to work with and be connected to and we value the input they have given us when developing new digital journeys and enhancing our existing digital propositions."
sainsburys bank logo
Stephen Paton, Digital & Customer Experience Manager, Sainsbury's Bank
“Zuko has enabled us to improve visitor to conversion rates for a series of clients. An example of this is a website increasing their click to enquiry rate by 25% through form changes highlighted to us through Zuko as ‘sticking points’.”
Steve Tarbard, Owner, Beyondclicks.co.uk
"Zuko was a game changer for us. It was the only form analytics software we could find that tracks data from Pardot iFrames. The depth of the data is impressive and easy to digest. Their account reps are very responsive and helpful. Overall, a great experience."
Addison Witt, Digital Marketing Manager, Emplify
"The insights we gained from Zuko have been very helpful in pinpointing the issues we are having in our form, and the team has been very helpful in gathering those insights!"
Matthias Ferlings, Online Marketing Coordinator Web Analytics, Lebara
"We're a B2B lead generation business and our forms are critical to driving quality leads to our sales teams. Zuko is by far the best tool to analyse and optimise form flow in order to improve our conversion rates."
Bryan Hunter, Head of Digital Marking, The Instant Group
“Zuko made it possible for us gain further insight into the behaviour of consumers in our forms. This gave us a lot of valuable learnings and input for conversion optimization. It’s probably the quickest way to improve your conversions!"
Robert Veltkamp, Manager Online Marketing, via Bovag.nl
"Zuko helped us decide where to put our development efforts on at the most important part of our website: our checkout forms. The new and improved checkouts, based on many valuable usage insights from Zuko, are now being built by our front-end team."
Stefan Sleutjes, Digital Strategist, Verzekeruzelf.nl
"Formisimo's easy to implement tool enabled Udacity to easily identify the outages when customers fill out lead generation and check out forms.
Zuko rocks."
Scott Wilder, Global Head of Life Cycle and Growth Marketing, & Demand Gen , Udacity