Form Analytics Funnel

Visit Form Analytics on our website for a general product overview.

Setting Up The Funnel

The first thing you have to do once you set up a segment and open the Form Analytics report is to select a section (page) at the last step of your funnel.


Let’s discuss a situation when you are using Form Analytics to optimise a credit application page that consists of the following steps:

  • Section=Application/Affordability-Questions where users are answering questions about their income, living conditions, professional status etc.
  • Section=Application/Contact-Details where they provide their contact details and become a lead which your sales representative can reach out to.
  • Section=Application/Credit-Details where they state how much money they need, the credit duration, etc.
  • Section=Application/Rejected where they land if your scoring system rejects them.
  • Section=Application/Credit-Offer where they are offered credit and can select some extra products (i.e. credit insurance) and confirm their application
  • Section=Application/Thank-You where they land after the credit application was successfully completed.

Your business funnel ends with Section=Application/Thank-You but you may want to analyze and optimize these processes step by step, e.g. to make more users answer the  affordability questions and reach the step with contact details. In such a case, you would select the Section=Application/Contact-Details as your final step of the funnel.

The goal of setting up that funnel is to isolate visits in which users failed to reach the expected destination and compare their behavior against those in successful visits.

The Funnel

Once you select (1) the section at the last step of the funnel you will be presented with a chart displaying (2) the number of  visits in the loaded sample, (3) the percentage of visits in which at least one form field was changed and (4) the percentage of visits in which users reached the desired section.


From there, you can also start analyzing the form related data. You can choose (5) to see the data from all visits in the sample, or analyze data from the visits in which users changed at least one form field and (7) dropped out before reaching the last step of the funnel. In the latter case, the data will be compared against successful visits revealing:

  • which fields are required to complete the form
  • which optional fields are increasing/decreasing the chance of conversion
  • which values entered into form fields, value formats, and validation errors are increasing or decreasing the chance of conversion


Let’s consider a data set in which we have 3 visits to a landing page with two required form fields (name, phone) and one optional (email):

  • The first user opened the page and left it without editing any fields.
  • The second user opened the page, entered the name and email but skipped the phone number field and submitted the form. The form validation returned an error indicating that the phone number is required and the user decided to abandon the form.
  • The third user entered the name and phone number, skipped the email and submitted the form. Since the email was optional, the user landed on the “thank-you” page.

After selecting “Thank-You” section, we would see the following funnel:


Clicking  the (1) “Analyze” button next to “Started: 100% (3)” would display a table (for clarity of the example only selected columns are presented):

Field Changed or Event Changed in Visits
input[1]#name 66.6%
input[2]#phone 33.3%
input[3]#email 33.3%
Error=* 33.3%

Clicking the (2) “Analyze” button next to “Dropped: 50% (1)” would display a table with the following values:

Field Changed or Event Changed in Visits
input[1]#name * 100.0%
input[2]#phone * 0.0%
input[3]#email 100%
Action=Submitted form[1]#subscribe * 100%
Error=* * 100%

The name and phone number fields are marked with * (asterisk) as they are recognized as required (in all successful visits those form fields were changed) as opposed to the email field which was recognized as optional. The asterisk in Error=* stands for wildcard and means “any error”.

From the table above we could learn that there are some users willing to provide their email address but not their phone number and perhaps we should consider modifying the validation to allow users to provide their preferred contact method.

Adding Events to The Funnel

The basic funnel consists of just three steps – all visits in the sample (as defined in your segment), all visits with at least one form field change event, all visits with completed forms.

If you have many form fields, you can add them to the funnel by (1) selecting the checkbox in the first table column. The events that are added to the funnel will have (2) a cyan percentage bar so you can easily spot them.


You can add multiple events to the funnel to get better progress metrics:


In the funnel above, we can see how many visits were lost between the two form fields. 71.3% (3564) of all visits in the sample contained the event of changing the value in (1) select[*]#carProductionYear* and only 57.9% (2895) of visits in the sample contained the event of changing the values of both select[*]#carProductionYear* and (2) input[*]#carMileage*. This means that in 18.8% (669) of visits in which users selected a car production year they dropped out without entering the car mileage. You could click the (3) “Analyze” button next to that number to find out what happened in those visits.