Form Analytics
Analyse which form fields users complete, and how. Learn the impact of provided answers on conversion or progress to the next step in your process. Complete the picture with tracking of form validation errors. Do all this without wasting time on integration.
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Automatically track user interactions with forms and values they enter. Configure tracking of validation errors without adding a line of code.
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Set up a conversion funnel to isolate visitors who failed to complete a single form or a multi-step process.
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Analyse granular form completion funnel to see where users abandon the form and why.
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Look for patterns in data to discover which form answers or validation errors reduce conversion.
... and ask us how:
- insights from UseItBetter helped one of the biggest retailers in UK to run A/B tests that brought millions of pounds in revenue
- our optimisation platform enabled Poland's largest telecom to test and implement hundreds of changes in customer journeys
- tens of insurers from all over the world generated more leads based on insights from our form analytics
Tracking Forms
The tracking code, which you can add with a tag manager, will automatically capture how visitors complete the form fields and how your form responded, even if they leave without submitting the form.
Autotracking not only makes your life easier, but also guarantees that tracking works correctly as opposed to error-prone custom tagging in Google Analytics and similar tools.
Watch integration tutorials
Form Completion Funnel

To set up a funnel, simply select your success page. If you have a multi-step form, you can either select the next page or the last page in the process.
If you have a long form, you can add individual fields to the funnel to analyse users who reached those fields but abandoned the form afterwards.
Regarding the selected step of the funnel, you can analyse form interactions by users who dropped out in order to see which fields they completed or skipped.
Thanks to automatic detection of optional and required fields you will be able to easily identify which fields you should worry about.

Form Entries and Data Format
To protect visitor privacy, fields requiring users' input, like password or phone number, are anonymised by default. This means that all letters are replaced with the letter "x", and all digits with the digit "9". Entry format is preserved and analysed to reveal insights.

Field correction metrics will hint with which fields users are struggling. Upon looking at how users were correcting the entered values, you will understand their problems - even though the values are anonymised.


In form fields that don't contain sensitive information you will be able to see the exact values entered by users. You will be able to tell which of them reduce or increase conversion by comparing shares of different entries in visits in which users completed or abandoned your forms.
Validation Errors
Without making any changes to your website's code, you can track all kinds of validation errors, whether they are displayed as users are typing or after a form submission.
Watch tutorials related to form errors

Being able to see how often certain errors happen and compare their impact on form completion, you will gain immediate insight into what needs to be fixed and in what order.
Segmentation
Even if you have just a single form, the thousands of people trying to complete it are very different. Coming from different countries, using different devices and acquired from different sources - they will have different problems.
Being able to bracket like visits into segments and analyse them separately your analysis will render your analysis far more accurate.

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“With form analytics we get a quick understanding of how our customers interact with our forms from A-Z, and how we can improve the overall customer experience with minimal effort.”
Trond Tertnes Sales manager Digital Channels at If P&C Insurance
... and ask us how:
- insights from UseItBetter helped one of the biggest retailers in UK to run A/B tests that brought millions of pounds in revenue
- our optimisation platform enabled Poland's largest telecom to test and implement hundreds of changes in customer journeys
- tens of insurers from all over the world generated more leads based on insights from our form analytics