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How to measure your form conversion rate


Lots of businesses measure the performance of their websites but do you know how to measure your form conversion rate? Moreover, do you know why you should?

Isolating data from specific points in your website will help you find the leaks in your conversion funnel, enabling you to tackle them head on. By looking at your form’s completion rate you’re starting at the bottom of the funnel for a given goal.

You may have come across different arguments for optimising the top or the bottom of the funnel before. Really, there’s no better or worse place to start but it makes sense to help customers at the end of the funnel, who are poised to convert.

Here is Wider Funnel’s explanation of the stages in your funnel:

Stages of sales funnel diagram

The top is persuasional, the middle is informational and the bottom is transactional. The transactional stage (including online shopping carts, checkouts, forms such as lead generation and payment gates) is the final conversion point.

If you’re presenting customers and prospects with a form, we’ll assume you’ve primed them for it, making these people ready to convert. That is, until something stops them or changes their minds.

So if you want to know what is damaging the success rate of your form, form analytics is the place to start.

What options are available to measure form conversions?

There are two options available to you:

  1. Self build with Google Analytics (GA) or
  2. Get an off-the-shelf, purpose built form analytics tool, such as Formisimo.

Using GA, you can find out the number of clicks a submit button receives and the rate of abandonment for form fields via Event tracking, an event being an interaction with the page. These two metrics will tell you basic information about how your form is performing.

Setting up tracking for each of these events is free with a Google account, making it a seemingly wallet-friendly option. There are several downsides though, namely:

  • You need substantial technical knowledge of GA to set up event tracking for forms, or access to a developer who can do it for you.
  • Events for each field must be set up separately, making it a time-consuming task.
  • The level of analytical data you’ll produce with event tracking is minimal, meaning your ROI could suffer.

Here’s what event tracking in Google Analytics looks like:

An image showing the kind of information you can get in Google Analytics when you use event tracking to track user engagement with an online form or online checkout

An image showing the kind of information you can get in Google Analytics when you use event tracking to track user engagement with an online form or online checkout

And here’s what Formisimo’s Problem Fields report can show you:

Problems Fields report breakdown

Problems Fields report breakdown

As you can see, Formisimo’s form analytics data is more granular. The report you see above is a cumulative view of a variety of metrics that Formisimo tracks. I’ll discuss the importance of those metrics shortly but for now, back to conversion rates.

Tracking with Formisimo is an out-of-the-box solution. There is no need to set up tracking for each field, or set up additional experiments to track several metrics, we’ll do it all that for you. All you have to do is put two snippets of JavaScript onto your website and tell us which forms to track.

Tracking a form with Formisimo
To set up form tracking with Formisimo all you need to do is add the tracking and conversion codes on the pages of the forms you want to track. You’ll be taken through a step-by-step setup process each time you add a form to your analytics dashboard. We’ll start gathering data right away to prepare in-depth reports on your form’s performance.

This is an Overview report in Formisimo, showing a graph, exact numbers and calculations of your form conversions:

Overview report showing starters and conversions

Formisimo overview report

You can see the rate at which people progress from seeing your form, filling it out and completing it, alerting you to how many conversions you’re losing at this late stage.

Multi-form funnels

It’s also possible to track the conversion rate of a process that contains many forms. In Formisimo this is called a multi-form funnel, in GA it’s known as enhanced ecommerce reports (only available for checkout forms).

The multi-form funnel overview report

Learn more about Formisimo’s multi-form funnel feature.

Other important metrics you should be measuring

Dedicated form analytics provides greater insights into user behaviour in your form – important information for understanding why users don’t convert. These are the additional metrics you should be measuring and get as standard with Formisimo:

Conversion rate from visits to starters

This the first information you’ll see about your form when you track with Formisimo. Knowing how many visitors to your form actually start filling it out can reveal more about high level issues.

Here are a few reasons visitors might see your form but never click into a form field:

  • Your form page is broken.
  • Your form is so long that visitors decide not to start it.
  • Your form includes a prominent question that many people don’t want to answer.

In UX Movement’s list of 8 reasons users don’t fill out sign up forms, number 5 is “Too much work to fill out compared to value gained”.

Drop off rates by field

Drop-offs tell you exactly where you’re losing conversions. A high level of drop offs in one field tells you there’s a major problem there.

Popular dropoffs field health

We suggest that when high drop-offs on a specific field that you look at your other reports to understand user behaviour in that field. Look at your form and your reports in tandem, analysing the context of the field and note:

  • its position on the page
  • the question being asked
  • the way it is asked
  • whether it’s a required field
  • are error messages well presented?

Completion times

Recognising where users are getting held up in the form helps identify frustration points. User tolerance for lengthy forms is low, so you should aim to reduce the amount of time it takes to complete the form as much as possible.

Our global checkout statistics tell us that on average, it takes users 74 seconds to complete a checkout, 5 seconds to engage with the first field and 5.2 seconds to complete each field.

We can show you the median, lower and upper quartiles of time spent in each field of your form and the time to complete the whole form.

Completion time graph where median time is 26 seconds

Extra time spent in a credit card field might seem unavoidable but could actually be optimised for faster form filling. From as simple a change as alerting users to have their card to hand, to adding in the option to scan a payment card with a camera, there are ways to improve.

How to reduce conversion time with form analytics.


Corrections delve further into user behaviour in your form. Corrections is the term we use for interactions that signify a user is correcting information they’ve already entered into your form. These interactions include refocuses, deletes, backspacing, and cursor movements.

We can tell you which fields cause users to have to correct themselves most and which cause the most doubt for users.

Most Corrected Fields report

Need to tackle corrections? Read how to find and prevent high corrections rates in forms.

Ready to start optimising your form’s conversion rate?

Book your demo now