Find Your Form’s Biggest Issues – Part 1

Conversion Rate Optimisation

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If you’ve completed lessons 1 and 2 you should be able to set up an experiment and know what each of your reports mean. It’s now time to start using that data to uncover insights into where your users may be struggling to complete your online forms and checkouts.

We always say optimisation should start with data. Every site is different so best practices need to be tested. Letting your own data guide your decision making means you are always letting real customer behaviour guide, rather than guessing.

Formisimo academy iconPro tip
To make the most of your reports, open your form as you view your data. As you spot interesting insights in Formisimo, you can quickly jump to your form or checkout to investigate the possible causes.

Lesson 3 is the first of two lessons on How to find your form’s biggest issues. Today you’ll learn:

Where to start?

The overview gives you a few key things to look at. On the main graph you can see visits to your form, starters and completions.

Formisimo overview report

A high number of visits but a low number of starters

form visitors versus starters

3 possible reasons for this:

  1. Users aren’t expecting to be taken to your form or checkout from where they previously were. It may be the case that the call to action (CTA) that brought them here was not explicit enough in telling them what the next step would be. Users aren’t prepared to complete a form.
  2. Your form may appear too long and time consuming to complete. Users short on time, or who simply perceive the form to be complex and long, may choose not to start interacting with it. Consider cutting down the number of fields or splitting the form up into distinct steps, with each appearing straightforward to complete. Test this against your current form.
  3. There’s a problem with the form itself. The good news is, Formisimo can tell you where and why users struggle and experience friction.

Overview of fails by country and device
The above charts on the overview page show you both the number of people that fail per country and how your form is performing by device type.

Formisimo academy iconPro tip
The bars represent the number of fails by country and device, and you can hover over them to see the failure percentage.

If learn more about fails by device type, you can filter your data using the segmentation feature in the left hand navigation:

Arrow pointing to segmentation menu

Once you select a segment of your data, all of your reports will change to only show you data from the device type. To remove the filter, simply click the ‘x’ next to the segment and you’ll view data from all devices again.

Using Segmentation

Our device segmentation can help you pinpoint issues on a particular device type and also give you insight into how difficult it is the complete your form on a mobile.

You can start on the overview report to get an idea of how your form performs on different devices. E.g. compare drop off rates on desktop and mobile. If dropoffs stand out in the overview, move to the full Popular Dropoff report. Compare desktop and mobile, looking at which form fields cause the most dropoffs on each device-type.

For example, the screenshot below the abandonment rate (which is the number of dropoffs as a percentage of the people who start the form) is 53%:

53% abandonment rate highlighted

On a mobile the abandonment rate is 73%:

73% abandonment rate highlighted

The higher abandonment rate on mobile tells you that you need to optimise your online form for more device types.

With an active segment, you can view all of your reports to get very granular insight into where users on a device may be struggling to complete your form.

Problem fields

Problem Fields report in menu

Problem fields will show you overall what fields are causing users most issues. This report takes data about time users spend in each field, how many corrections they make and where they abandon.

Problem fields bar chart

Your form fields are ordered from highest overall to lowest by severity of problem metrics.The fields at the top score highest across three key metrics of Time, Corrections and Drop offs. Hover over a field’s stats to see the breakdown:

Overlay showing breakdown of problem types for one field

In the pictured example, the credit card number field is responsible for 8.09% of the corrections, 11.59% of the time spent and 7.92% of the drop offs in the entire process.

If a field scores highly for all three of these metrics, it’s causing your users a lot of friction. The problem fields report helps highlight the worst performing fields. Use it to focus your attention to the areas in your form where you can have to the most impact on your conversion rates.

Identify which fields need more attention and, from there, investigate why problems are happening. You can use your other reports to dig into more detail.

Formisimo academy iconPro tip
You can toggle certain stats on and off in problem fields. Simply use the legend on the right, and click a metric (corrections, time or drop offs) to toggle it on or off.

Completion Times and Field Times

Arrows pointing to time-related reports in navigation

Your Completion Time report tells you how long it takes people to complete your form. You can then drill down with the Field Times report to find out  which fields take longest to complete.

The question you should have in mind is, “Is this a disproportionate amount?”

Completion Time

The longer it takes a user to complete a form, the more chance there is for them to make mistakes, get distracted, run out of time or lose interest in completing it. Though there are no benchmarks for how long it should take, you should always aim to decrease your completion time. You can use your own initial data as a benchmark and then aim to decrease this over time.

Completion time line graph

There are certain questions on forms that will always take longer to complete. For example, text boxes on a contact form require users to formulate their answers, which will take longer than selecting from ar Title drop down.

But there may be fields that in theory should be simple to complete, but seem to take your users a long time. This is when you need to refer to your Field Times report.

Field Times

Field times report in depth

The table above is an example of a Field Times report. You get a breakdown of time spent in each fields, plus quartiles explaining the spread of our data.

Are there fields in this table that you think should be quick to complete, but the data shows you otherwise? Possible reasons for this may be:

  • Users do not have this information to hand and have to find it
  • They are unsure how the format the information you are asking for
  • They are unsure what information you are asking for specifically
  • There’s a technical problem with this field
  • They are distracted and choose to browse on another website (voucher or discount codes often have high field times)

Next time:

In lesson 4, learn more about how to find your form’s biggest issues. We’ll explain in detail our two most widely used reports, the Most Corrected fields report and Popular Dropoffs report. Ready to continue? Go to lesson 4 now.

image representing average form conversion rate uplift from using Formisimo From 0% to 24% Form Conversion Uplift Get the insight that increased form conversions by 24% (and rising)
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