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Form Tracking Case Study

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Forms are a necessary part of most lead generation and transactional sites. They are also a key breakage point. Learn how analytics solved this issue.

Forms are a necessary part of most lead generation and transactional sites. They are also a key breakage point. Learn how analytics solved this issue.

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    Form Tracking Case Study Form Tracking Case Study Presentation Transcript

    • Optimising Forms with GA Getting more from your site by reducing form drop outs Rod Jacka Managing Director [email_address] http://twitter.com/rodjacka www.panalysis.com blog.panalysis.com
    • Form Tracking
      • Forms are an essential part of most websites.
        • Forms can also be a barrier to success.
        • Form design can impact sales, leads and other website key performance indicators.
        • Identifying where visitors drop out of the process path (e.g. checkout, registration, etc) is a critical step to optimising a website.
        • Identifying where visitors have difficulties with a form can assist you to optimise for improvement.
        • Google Analytics provides goal tracking and the “Goal Funnel” report which can assist in pinpointing issues in the general process.
    • A Typical Goal Funnel
    • First Screen
    • Second Screen
    • A Typical Goal Funnel Page was loaded Page was loaded How many attempted the form?
    • Form Optimisation
      • The problems with this form can be pinpointed to either:
          • Visitors seeing the initial offer page are not sufficiently motivated to move to stage 2
          • A high percentage of those who view stage 2 do not progress to completing the form
        • There are two equally valid optimisation methods available:
          • Optimise the landing page using Google Website Optimizer to maximise the number of people commencing and completing the form, and
          • Optimise the form so that the maximum number of visitors commencing the form complete it.
    • Form Events
      • There are several events that can be tracked to optimise a form. Some key ones are:
      • How many visits commence the form. Viewing a form doesn’t mean that they commenced it.
      • Which fields did they encounter errors on and submitted the form.
      • Which fields did they encounter errors on and did not submit the form.
      • These and many others can be tracked using Google Analytics events.
    • Form Event Reporting
    • Some Example Analysis
      • Actions:
      • Separate long forms into smaller sections to make it seem less daunting.
      • Reinforce benefits of completing form at top of form
      • Identify which fields are causing issues that prevent completion
      Form Views 100 Form Starts 50 <- Only half the visits viewing the form started it Form Completions 25 <- Only half the visits starting the form completed it
    • Some Example Analysis
      • Actions:
      • Consider whether street address is absolutely required or not. If not remove this field
      • Add help or hint text when user enters field to show them what the expected value needs to be.
      • Add alternatives where data needs to be looked up from an existing database such as street address.
      Field Errors Errors with completions Street Address 10 2 Only 20% of visits with an error on the street address field complete the form. Date of birth 20 18 10% of visits with an error in the date of birth field abandoned the form
    • Summary
      • When a visitor has commenced the process of completing a form any form abandonments represents a lost opportunity.
      • Google Analytics if configured correctly can assist you to pinpoint the likely issues with the forms on your website.
      • With customised implementation field level tracking can be used to identify barriers to form submission.
      • This data can be used to optimise forms to minimise wastage.
    • Thank You! http://www.panalysis.com/ [email_address] http://twitter.com/rodjacka http://blog.panalysis.com/