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Your forms' conversion rates are important

Since Formisimo was founded in 2014, we've been on a mission - to help people understand user behaviour in online forms. We've tracked millions of sessions across thousands of forms for hundreds of clients, and more than ever we know that paying attention to form fill behaviour can make a huge difference to the conversion rate of your site.

Why are forms important?

Since Formisimo was founded in 2014, we've been on a mission - to help people understand user behaviour in online forms. We've tracked millions of sessions across thousands of forms for hundreds of clients, and more than ever we know that paying attention to form fill behaviour can make a huge difference to the conversion rate of your site.

What is form analytics?

Online forms are the end-point in the majority of online processes, from buying a product to searching for a job, to applying for a mortgage. This prevalence means that the average user engages with forms on an hourly basis.

A typical online form requires more thought and interaction than the rest of the buying or interest funnel, so although the form may be classed as just a single page in a ten-page buying process the user will spend more time and register more key presses on this page.

In most cases, the highest drop-off point in a funnel is at the stage where you ask for information from the user. The majority of the value that disappears at this stage is not because the user has changed their mind, it's related to the user starting and then failing to complete the form. Understanding why users start but don't complete a form is the first step in optimising a form.

The definition of Form Analytics:
Form Analytics is an analytical process that measures how website visitors engage with forms. It can consist of many elements. The aim is to find user experience issues that - when fixed - will allow more users to complete the form successfully.

Zuko is the best form analytics platform available on the market. Find out more about our innovative platform by taking a product tour

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What difference can improving your forms make?

Conversion Rate Optimisation (CRO) is a trend that is becoming a norm for businesses. As competition online increases and the cost of acquiring a customer increases, more companies are engaging with conversion rate optimisation as a method to optimise their marketing spend and increase their online sales.

CRO has traditionally been focused on the early stages of a buying funnel, for example, the product pages or the search pages. This is understandable but there is a significant opportunity to increase conversion rates and sales by improving the end of the funnel, and that is where a form or a checkout process sites.

Forms and checkouts are often overlooked in the design and the development process, and are usually more functional and traditional rather than being focused on the user. Form conversion rate optimisation is becoming an important part of the overall CRO process.

What do Form Analytics platforms do?

A Form Analytics platform will measure user behaviour in your online forms. A good platform will present the insight in a clear and concise way, making it easy for you to find issues in your forms, in the same way that you can use traditional analytics platforms to find issues within your user journeys.

Form Analytics is a method of analysing user behaviour in online forms. Whereas Google Analytics or Adobe Analytics are focused on users, pages and actions, Form Analytics is focused on users, fields and metrics. A form analytics platform will measure what users do within fields and generate useful insight based on either direct data or computed data. The latter is when a useful metric is built off the back of other metrics, with one example being the computed drop-off point in a form, which is calculated by looking at the last interacted field in a non-converting session.

Do I need a dedicated Form Analytics platform?

Some analytics suites contain a basic version of form analytics. This often has a limited number of reports, metrics and features. For example, Hotjar tracks just nine metrics, it doesn't allow you to view data over specific time periods and doesn't include advanced features like form funnels, field health scoring and the capability to work with complex form setups.

The Zuko team have spent six years creating a market leading Form Analytics platform that includes all the features required to optimise your forms.

Can my current Analytics Platform (Google Analytics, Adobe Analytics) measure form performance?

It's possible to us(or similar) to get some basic form behaviour metrics, as an example you could add a JavaScript snippet to fire each time a user enters a field (on the Focus event) which would then fire an event into Google Analytics. This approach is time-consuming, requiring developers, and the insight you can gain is often basic and presented in a way that is hard to interpret.

Analytics platforms have significant strengths, whilst using a dedicated Form Analytics platform gives you deep behavioural insight that leads to change. Using both platforms, and combining the data between them, is the strongest solution.

Zuko is the best form analytics platform available on the market. Find out more about our innovative platform by taking a product tour

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How do I action Form Analytics data?

The aim of measuring user behaviour on your forms is to find optimisation opportunities. Zuko has been created to highlight the weak points in a form so that you can fix them. The volume of data behind our platform is significant, but the information is presented in a clear and concise way.

A typical process for taking form behaviour insight and then turning that into actions runs like this:

What process should I run for optimising my forms?

Learning Phase: Your first batch of dataMeasure form performance over a sensible period of time. The suggestion is two months which will normally cover two business cycles. It's important to cover regular dips and spikes in traffic so that you have a strong dataset.

It's also critical to remove some website visitors from your data, for example, your marketing team and development teams. This ensures that your insight is built from real customers.

Improve and Measure Phase: When the learning phase is completed you'll be able to isolate the challenges that users have in your form. Building a list of issues is the first step, prioritising them is the critical part of the optimisation process.

Using the data in Zuko, or with the support of your account manager, you'll be able to understand the potential optimisation opportunity with each change. This allows you to prioritise the changes that will result in the highest uplift first.

Continual Optimisation Phase: Measuring performance, rolling out changes regularly and then testing them, should be a continual process. It doesn't have to take significant resources each month.

What's important is that the performance of your forms is reviewed regularly and changes are made based on the data. As the marketing for a website changes so does the demographics of the site visitors, meaning that it's vital to measure performance continually.

Will a Form Analytics platform slow down my site?

A good form analytics platform will be delivered via a fast CDN (Content Delivery Network). As an example, Zuko is delivered vi, which has seventy hosted locations around the World. A benefit from delivering via a CDN is that they are not only fast but the user is delivered the JavaScript from a geographical location close to their own.

To maintain a fast loading website it helps to use a to defer tags so that they load just after the page loads. This reduces the risk that a slow-loading solution will slow down page load.

A Form Analytics platform will be delivering a significant amount of data from the browser back to the solution, and in the case of Zuko, this is an average of 1,600 pieces of data per individual who engages with a form. A good Form Analytics platform will also deal with this data in a timely and efficient manner, delivering the data in chunks, reducing any latency to virtually zero.

If speed is important to your business then make that a part of the selection process when you engage with Form Analytics providers.

Will my customers data be kept private?

A common challenge with using software when optimising forms is the capturing of Personally Identifiable Information (PII). This could include the name, email address or payment details of a customer, and in regulated industries, this could be a significant security challenge.

Form Analytics is focused on the user behaviour rather than the information that a user enters. Zuko would capture that a user has pressed a key within a field, but not the actual key pressed - the platform stores whether it was a letter, number or a special key (e.g. delete, backspace or cursor keys). No PII is tracked, transmitted or stored.

Dependent upon your industry you may class an IP address as PII. Zuko does not store the IP address of a user who visits a form that Zuko is installed on.

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