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Formisimo Academy: Getting Started

Conversion Rate Tracking
Formisimo Academy logo

Course Overview

Formisimo is an analytics tool that gathers data on user behaviour in online forms and checkouts. Our reports highlight users’ pain points, frustrations and barriers to completing forms.

In this course you’ll learn:

  • How Formisimo works
  • How to configure your experiments
  • What data we collect
  • How to to interpret your reports

With this know-how you’ll achieve your goals and soon see your conversion rate skyrocket.

Formisimo academy iconPro Tip
Throughout the course we’ll throw in some advanced tips to help you optimise like a professional. Look out for them below.

Once you’re familiar with the tool the course will move on to key aspects of form and checkout design. You’ll get a comprehensive introduction into testing and optimisation techniques.

Finally, we want to equip you with the resources to keep learning and make confident decisions that continue to make your forms more user friendly and increase your conversion rates.

Who is this for?

Formisimo Academy is for Formisimo users but don’t worry, if you haven’t tried Formisimo you can start a free trial now.

In the latter part of the course you’ll get an introduction into user experience (UX), conversion rate optimisation (CRO), tips for running tests and advice on other tools that complement Formisimo. These topics are presented in an entry-level way.

If you’re already a confident optimiser, make sure you get a good grounding in how the tool works. It’s then up to you to pick and choose from the rest of the course.

Lesson 1: Getting you started with Formisimo

This is Lesson 1 of your Formisimo journey. We want to help you understand the tool really well so you can apply it to your projects. Then, we’ll walk you through setting up tracking on your online form or checkout.

You’ll learn:

The basics of what Formisimo is

Welcome aboard. You’re already way ahead of your competition because you’ve realised you need form analytics. Soon you’ll know how to track the performance of your forms, how to draw data from your reports and how to put these insights to use.

But first, let’s recap the basics of the tool.

Types of forms you can use Formisimo on

Use Formisimo wherever there are form tags (<form>) and form fields (<input>) to track your users’ behaviour.

9 examples of different form types:

  1. Online checkouts (ecommerce platforms including booking sites)
  2. Contact forms
  3. Application forms (Job, loan etc.)
  4. Membership forms
  5. Signup forms
  6. Feedback forms
  7. Questionnaires
  8. Event registration
  9. Comparison site forms (e.g. insurance quotes)

Technical requirements are basic; your form should have a unique Form Name and ID that remain static and be marked up with standard form element types such as input, select, button, text area and password.

Visit our Knowledge Base to check if your form is compatible.

Pro Tip
Users who track more than one form see greater increases in their conversion rates.

What problems does Formisimo solve?

  • Identifying why conversion rates are low/lower than before.
  • Generating testing and optimisation ideas.
  • Getting insight into the performance of test variants.
  • Measuring success of website and form redesigns.
  • Continued monitoring of performance.
  • Early warning – Sensitive to subtle changes in users’ behaviour that may result from errors/bugs/compatibility issues etc.
  • Helps you create a positive user experience (UX) for your customers at the point of conversion.
  • Provides data for continual optimisation, future-proofing your forms.

How to install the tracking and conversion codes

Whether you’ve added a form yet or not, now is a good chance to check your setup.

We’ve tried to keep it simple for you, just choose the forms you’d like to track and add two lines of Javascript to your website, one to track behaviour and one to track conversions.

Add the code in one of the following ways:

  • Directly into the HTML
  • Via Google Tag Manager manager
  • Via Adobe Tag Manager
Pro Tip
You can check that the code is working properly using the ‘Inspect element’ feature in any internet browser. Start typing into any field of your form and watch for events in the Inspector panel.

More instructions in our FAQ: How can I see if the Formisimo code is firing?

Set up tracking for your first form

Each form you want to track needs to be added separately (except where the same form appears in multiple locations on your site).

When you first log in to your account you’ll be prompted to add a form to track.

Welcome page of Add Experiment process showing the 3 steps

Simply use the URL(s) your form is located on and, in most cases, we’ll be able to automatically detect your form.

To try this now, log in.

Please note: if your form is located behind a login or requires the completion of previous steps to access (eg. item in basket prior to checkout) Formisimo will not be able to automatically detect the form. However, this isn’t a problem, you’ll just need to manually add the Form name and ID.

Formisimo icon with pre graduation mortar boardPro Tip
The form name and/or id you provide must be an exact match to what’s in your code.

More instructions in our FAQ: How to find your form name and ID

Choosing the right tracking settings:

You’ll need to give your tracking experiment a recognisable name and then select the appropriate tracking settings to ensure you receive the data you are looking for.

  1. Specific URL – only collects data from an exact URL with matching name and ID.
  2. Anything beginning with – collects data from URLs with the same beginning and if they have variable query strings beginning with ‘?’ all into one experiment.
  3. Across the whole domain – collects all form data received across your site with matching form names and IDs in one experiment.

Once you’re done don’t forget to click Finish to set your form tracking.

We’ll start tracking your form right away but your first data will take 24 hours to show in your account.

If you encounter any problems:

  • our awesome knowledge base is full of resources to help you troubleshoot
  • and we’re also on hand to help get things sorted for you so don’t hesitate contact us.

Your dashboard explained

Your Dashboard provides you with an overview of all the forms you’re tracking and top line data, great for when you have lots of different forms tracking at the same time.

Formisimo dashboard marked with numbers

Here’s a breakdown of what it all means:

  1. Status: This is a traffic light style indicator. Red means no data received. Green and spinning means we’re collecting data but your reports aren’t ready to view, while solid green means you’re actively collecting data and your reports are available. Lastly, orange means you haven’t received data in a while. Hover over the indicator for more details.
  2. Experiment name and website: You can click the name and view your data as well as seeing which URL you’re tracking.
  3. Tracking settings: by hovering over this icon you’ll be able to easily identify the form’s tracking settings (specific URL, entire domain or anything beginning with URL).
  4. Date you started tracking the form: As simple as it sounds.
  5. Latest report: Informs you of when the last data was received for that form.
  6. Conversions: Informs you of the number of conversions and visits your forms have received for the calendar month thus far.
  7. Edit: allows you to edit all your tracking parameters, find the tracking/conversion codes, block IPs and delete forms.
  8. View: as simple as it sounds, click to view your data for your form.
  9. Create new: click to set up tracking for a new form.

How to refine your tracking setup

Refinements can be made after the initial setup of each form. This keeps things simple and quick in the beginning so you can start tracking your forms as soon as possible.

IP blocking

To block an IP address or a range of IPs, re-visit your form setup via the Edit Form link in your dashboard. It’s important to block your own IP so that your data isn’t skewed by internal testing.

Formisimo icon with pre graduation mortar boardPro Tip
Blocking your staff’s IP addresses also ensures you don’t max out your form visits allowance with your own visits.

Renaming fields

Formisimo takes the field names from the field IDs and names as they appear in the HTML of your form. Sometimes these can be long and confusing when looking at your data. To enable you to interpret your data more easily we suggest that you give them a custom label.

Go to the report ‘Popular Dropoffs’, then hover over the field name you’d like to rename. You’ll see an option to ‘Add label’, click this and give your field a different name.

Popular drop-off table and 'add label' button

Add a custom label to your fields

More instructions in our FAQ: How to edit field names.

Rearranging form fields to match your website

Some of our customers would like to view their data by putting the fields in the order they appear in their form. If you’d like to do this also you can edit the field names as suggested above, but put a number at the beginning of each field name e.g. 01. name, 02. email

This way when you click the table header ‘Field’ (see below) in any of the reports, your data will be ordered by field name and therefore also the order it appears in your form.

Popular dropoff report arranged by field name

Rearrange your report to suit your preferences

Congratulations, you’ve completed Lesson 1 of Formisimo Academy! Continue on to Part 2 to learn how to interpret your reports.

Overview report

Learn how to interpret your reports

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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