Research recipe
Lead-Gen Form Optimisation
The problem, in the customer's voice
What this recipe does
Prospects start the lead form but abandon it before submitting, and the cost of every lost completion is high. Form analytics is the spine here, showing the exact fields where people stall, re-enter or quit, and session recordings add the behaviour around those fields. Analytics frames how many are affected, and an on-site poll asks what stopped them. A shortened or restructured form is then checked in usability sessions before launch, so the changes are grounded in where the friction genuinely sits.
The method sequence
Explore
Locate the exact fields where people stall, and frame how many are affected.
Focus
Watch behaviour around those fields, and ask what stopped them.
Validate
Check the restructured form in usability sessions before launch.
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