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.

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Form Tracking Case Study

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