Tracking form and field abandonment is a great insight into user behaviour, allowing you to understand exactly when users are leaving your forms. And ultimately, this insight is going to help you when it comes to conversion rate optimisation too.
We caught up with Conversion Strategist Alex Calder, to give us a rundown on why it’s so important to look at form-level statistics.
At Natives Global Consulting we’re used to being able to show conversion rates on landing pages, looking at form completions and the number of visits. We’d then work to optimise said landing page by A/B testing the copy, creative and value proposition of a page.
But, general conversion rates of a page only give us insight into the users who came to a page and completed the form. What about the those who didn’t convert? If we don’t know exactly what happened to them, we can’t fix the problem for the next user.
Imagine a potential student comes to your landing page promoting upcoming open days – they read the valuable info, watch the video, admire the beautiful campus photos – they begin completing the form. And then stop, and leave the page altogether.
These students are much more qualified than those who see the ad, click it but then immediately leave the page. The students who have part completed the form have an intent behind their actions, but for some reason, that intent hasn’t converted into them completing the form.
And having the ability to track form and field abandonment allows you to see the exact point this intent was overwhelmed by the friction of completing the form.
Using Natives Performance Platform, let’s take a look at a real-life example of this:
We can see the first bottleneck coming at the ‘Telephone Number’ stage, where only 41.67% of users who visited the form actually complete this stage. Therefore, your first experiment to improve conversion would be to remove (or make optional) this form field.
Using A/B testing, like that available using Natives Performance Platform, you could split-test a version of this form without the ‘Telephone Number’ field – whichever form has the highest conversion after testing, you’d then make this your control form and move down the funnel to improve the next bottleneck.
If you’d like to find out more about form-level statistics and the other ways that our conversion experts can help improve your conversion strategies, get in touch.