Research method
Form Analytics
- Explore
- Focus
Form analytics is similar to regular analytics analysis, but focused on your website forms. You can analyse metrics such as form field interaction, drop out rates, error rates, etc to understand which fields are causing friction.
When to reach for it
Exploratory research has identified a specific barrier in your checkout or on other onsite forms.
Often paired with Analytics Data Analysis.
Pros
Provides in-depth data to inform form optimisation; e.g. removing fields, changing layouts etc.
Cons
Can be subject to technical issues, much like standard analytics tools, the accuracy of the configuration is integral.
Practical considerations: sample sizes, tools, logistics
Practical considerations
Tools
You can either set this up manually using custom analytics tracking or using a bespoke Form analytics tool, like Zuko.
Never in isolation
Recipes that use Form Analytics
A method earns its value when its signal corroborates others. Here is where this one does its work.
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