What’s at the heart of your website that often gets passed over when looking for website optimization opportunities. Website forms. They’re at the heart of your conversion efforts whether it’s an ecommerce checkout or a B2B lead generation and list building.

A website form analytics tool helps to identify how users interact with web forms. It collects information about how users interact with the form as they are filling it out, such as how long it takes them to fill each field, which fields they complete first and last, and where they might struggle or drop off.

This data can then be used to improve the user experience by making changes such as reducing the number of fields, adding helpful hints or instructions, and optimizing for mobile devices. By understanding how users use their forms, businesses can make changes that will lead to faster and more successful form completions.

Example of a form analytics report.

Example of a form analytics report.

There are six areas you’ve want to evaluate to determine if your form is optimized to its greatest potential:

  1. Abandonment - Use a form analytics report understand which field in your form visitors last engaged with before abandoning the form
  2. Conversion - Get a quick read on how many visitors out of your total visitors successfully completed the form
  3. Time to start - See how long a visitor is on the page before they start engaging with your form
  4. Field time - Compare how long it takes visitors to complete each form field to uncover potential struggles
  5. Field order - Understanding the order people complete each form field can help you design better forms
  6. Repeated fields - If it takes visitors more than one try to complete a form field, they’ll be more likely to abandon all together

If you’re spotting potential conversion barriers, jump into a session recording to see first-hand how visitors engage with your forms. Make note of any places where they hesitate or might be encountering technical issues. After you’ve studied which parts of your forms might need optimization, use the list below to get started on form improvements.

Form Analytics | Lucky Orange | Best Form Optimization Tools: Improve Conversion Rates

Ways to improve your website forms