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Form Analytics

The bad news is, if you sell online - whether you sell shoes or insurance - you lose customers because of your forms.

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.

  • Automatically track user interactions with forms and values they enter. Configure tracking of validation errors without adding a line of code.

  • Set up a conversion funnel to isolate visitors who failed to complete a single form or a multi-step process.

  • Analyse granular form completion funnel to see where users abandon the form and why.

  • Look for patterns in data to discover which form answers or validation errors reduce conversion.
...or watch videos

... 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

Your form may have tens of form fields spread across multiple steps, displayed conditionally in complex scenarios, and yet the integration will take you just a couple of minutes.

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 Automatic tracking of intractions with forms

Form Completion Funnel

With the Form Completion Funnel you will find out how many users start filling in your forms, how many successfully complete it and start analysing why certain users abandon the process.
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.

 Detection of required form field

Form Entries and Data Format

The fact that a form field was completed doesn't mean it was completed correctly or what was the impact of answer provided by a user on the form completion.

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.

 Detection of invalid form field entry formats

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.

 Analysing corrections of form entries
Comparing impact of form entries on a funnel

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

It's not enough to measure which fields users are completing and how. You must also understand how the form responded to user actions.

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 Autotracking of form validation errors
Analysing form validation 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.

 Analysing forms for different segments
  • “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 If Insurance
  • "The analysis of user behaviour performed with UseItBetter service allowed us to significantly improve LINK4 web application. We were also using the capability to perform A/B testing without involving our internal IT resources. The flexibility and functionality of the solutions and the professional approach of UseItBetter team make it easy and quick to use the service." Paweł Ramiszewski eBusiness Project Manager at LINK4 Link4
  • “UseItBetter continues to surprise and delight me with its insights, functionality and ease of use – once you get the hang of it. It is a powerful tool that every business needs to improve CRO and usability across key points within a users’ flow. I could spend hours creating different reports and segmenting the data – If only there was more time in the day!” Neil Jarvis Digital Optimisation Manager at Greenstone Financial Services Greenstone Financial Services
...or watch videos

... 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