There are forms just about everywhere on the internet. You’ll struggle to find a website with some type of form, whether it’s a contact form, a signup form, or a registration form.
You probably have a form on your website too. Now, you spend tons of effort and some money in marketing to get someone to see your form, but what happens from there? According to research data, about two thirds of people who start filling out a form online never complete it. Wouldn’t you like to know why website visitors don’t complete your form?
The thing is, if you’re not tracking form analytics, you won’t know. Form analytics can provide valuable data and insights into your form’s performance. It gives you the ability to understand how your website visitors interact with your form. With this, you’ll be able to see what works and what doesn’t, and also where you can improve so that you can get more leads and conversions.
But where do you start? What metrics should you look at to track the performance of your forms? Here we’ll give you some advice on which metrics are important.
Like we said, a large part of your marketing spend will go towards getting website visitors to see your form. This metric will give you that figure. In other words, it’ll show you how many visitors see your form.
You can, for instance track how many views your form gets on all your website pages it appears on. With certain platforms and with the use of a tracking code, you’ll also be able to see how many visitors see your form on external pages.
Apart from providing insights into your form analytics, form views also give insights into your marketing strategy of getting your form in front of potential customers. From here, and with these numbers, you can adapt and improve your overall marketing efforts in order to entice more visitors to your form.
The next metric to track, is form submissions. This metric gives you the total number of times your form has been submitted across all pages it appears on.
A complete submission means that a website visitor completed the form and clicked on the submit button. You could also track the submissions by source, or, in simpler terms, where the visitors came from. It can also show you the number of times the form was submitted by new customers and how many times it was submitted by existing customers.
To some extent, it can thus give you insight into your marketing process by seeing how many new customers interact with your form, but it plays a more important the role in the final important metric to track.
Conversation rate is probably the most important metric to track when you want to analyze the performance of your forms. This metric gives you the result of dividing the total number of form submissions by the total number of form views and expresses it in a percentage. For example, if your form has a conversion rate of 10%, it means that for every 100 visitors that viewed the form, 10 completed and submitted it. Quite simply, it shows you well your form performed.
With this number in hand, you’ll be able to optimize your forms to improve your conversion rate. Remember, the higher the conversion rate, the more leads you get.
But how do you optimize your forms? Well, you could make sure that your form is suited to its purpose. Different forms have different purposes and using the right one can have a significant impact on conversion rate. For example, a form to get visitors to sign up to your newsletter where you basically only need a name and email won’t be as successful if it has too many fields.
You may then consider having less fields in your form to improve its performance. Another thing you could consider is, with longer forms, is to use multi-step forms as opposed to single-step forms. It’s proven that multi-step forms can improve conversion rate in longer forms.
Also keep in mind, with your conversion rate metric, you’ll be able to do A/B testing on your forms and figure out exactly which one is best for your particular use case. This takes any form of intuition or bias out of the equation, and your forms’ performance will be based on tested numbers.
Start Tracking Metrics
Now that you’ve seen how powerful form analytics and these metrics can be, isn’t it time you start tracking them. You’ll be able to see how your forms perform and which do well and which of them fall flat.
By analyzing, testing, and testing you’ll be able to, optimize your marketing spend, get more leads, and generate more revenue.