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Interpreting Your Formisimo Reports

Conversion Rate Optimisation

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Welcome to Lesson 2 of Formisimo Academy. In Lesson 1 we showed you how to set up an experiment to start tracking a web form. It takes 24 hours for Formisimo to gather enough data to produce your reports.

This lesson runs through every report in the Formisimo app, explaining how your data is reported back to you.

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How your reports are generated

Formisimo tracks 26 different metrics to detect technical issues and user behaviour. We’ve carefully chosen the best ways to display the data to allow you to get the most value out of it.

Take a whistle stop tour of the tool with co-founder, Al Mackin:

Now I’ll explain each report-type individually.

Overview report explained

This is where you can get a top level view of your form’s statistics.

Overview screen marked with numbers
  1. Total Form Visits: Number of people who have viewed your form (If the page is refreshed for any reason this would count as an additional visit).
  2. Starters: Anyone who visits the page and goes on to interact with your form (clicks, tab, typing etc.)
  3. Form Conversions: Anyone who successfully completes the form and reaches the thank you/success page where the conversion code has been placed.
  4. Conversion Rate Percentage: Number of form conversion relative to total number of visits. This can be referred to as your conversion rate. However this is a different to how ‘conversion rate’ is often used as the relative number is the total visits to your form rather than total visits to your site. This figure is a great way to monitor how effective your form’s performance is over time.
  5. Date ranges: Change the date range so your reports show form performance for that time period. Choose any range from 1 day to several months. Use it to identify trends, monitor campaigns, isolate seasonal anomalies or to look at data pre and post making changes to your form.
  6. Edit Experiment: Here you can check how your experiment has been set up and change settings as needed.
  7. Report menu: This is the navigation menu where you’ll find all your reports for your selected experiment. The 3 most popular reports are Popular Dropoff, Most Corrected Fields and Problem Fields.
  8. Export data: If you require top level data from the overview for use in other reporting you can export as a csv file which can be opened in many softwares including excel and google sheets.
  9. Download chart: Download the chart alone in a variety of formats.

Additional things to pay attention to:

  • The percentage of people who visit your form but do not go on to interact with your form. If this is high think about what could be putting them off from starting to fill our your form. (related article; 8 Reasons Users Don’t Fill Out Sign Up Forms; 10 Quick Wins For Designing Forms That Convert Users)
  • Percentage of people who start your form but do not go on to complete it. This group has shown clear intent to complete your form but have left for an unknown reason. by looking at the various reports you can start to drill down into the data and discover where trends exist relating to frustrations and pain points in your form.

Overview charts: Fails by Country and Fails by Device

Overview charts: fails by country and fails by device
  1. Fails by country: Displays percentage fail rate by country. The top three countries with the highest fail rates are shown by default. Expand the list to see details for more countries.
  2. Fails by device: Displays fail rate by three device types, mobile, tablet and desktop.

Overview charts: Most Corrected Fields and Popular Dropoffs

Pie charts of most corrected fields and popular drop off  data
  1. Most Corrected Fields – a correction is classed any time a visitor uses the delete, backspace or arrow keys, tabs or clicks back into a field. Like the drop offs, this displays the 6 fields accounting for the largest number of corrections and as above this is just a summary as the Most Corrected Fields report outlines field specific data in much greater detail.
  2. Popular Dropoffs – Any visitors who starts interacting with your form but does not successfully complete it is a drop off and we record the last field they interacted with to assign where they dropped off in your form. This view highlights the top five fields with the highest number of drop offs then groups all other fields together so you can see the relative number of drop offs. For field-specific data visit the Popular Dropoffs report (more on this later on).

How drop offs are defined

A drop off is any visitor that started to enter information into your form but abandoned before completed it.

If a field has been assigned a drop off, it means it was the last field a user interacted with before they exited your site. Buttons can be included, as a user can click a button and then leave the process.

Completion Time

The Completion Time report shows you how long it takes visitors to complete your form in total.

Completion Time line graph report

We use Median time as this helps exclude outliers which may skew your results. outliers may be caused when someone has left a tab open in their laptop for several days.

You can easily see how this changes over time, and also get a breakdown of the distribution of completion times in the table below.

Your median time for instance, may be 2 minutes, but 35% of users take over 4 minutes.

Fields Before Submission

Allows you to quantify how many fields in your form are interacted with before a visitor successfully submits the form.

Fields before submission report

Field times

The Field Times report shows you how long it takes your visitors to complete each field in your form.

Field times report

The graph shows spikes in the length of time spent in form fields. The table beneath shows the time in individual fields.

Formisimo academy iconPro Tip
Adding custom field labels will make your reports easier to read. Hover over the field name to get this option.

The first figure is the median time spent in the field, followed by lower quartile i.e. the lowest amount of time spent and upper quartile i.e. the greatest amount of time spent in the field. These quartiles explain the spread of your data.

Popular Dropoffs

This is one of your most powerful reports. Drop offs are counted when a form visitor leaves your form without completing it. We assign a drop off to the last field that was interacted with before they left this form.

Popular dropoffs report

This allows you to spot trends easily in the data as you can look at the following field specific data:

  1. Drop off %: percentage of form visitors drop off in this field
  2. Drop offs: actual number of drop offs associated with that field
  3. % of Total Drop Offs: The number of drop offs in this field as a percentage of total form drop offs.
  4. Health: a percentage is assigned to the field denoting health. Health scores compare the performance of this field to your site, your industry and the Formisimo average. A field with a 5% health score is very unhealthy.

Most Corrected Fields

This report shows you where customers changed information after they first entered it. You can see, on average, how many corrections each form starter makes. You should aim to make this as low as possible.

Most corrected fields report

Definition of corrections

Corrections are defined as any action that indicates the user in changing the data they’ve entered into the field. The following actions are recorded:

  • Cursors – pressing arrow keys
  • Re-focuses – clicking back into a field
  • Deletes – backspaces and deletes

For each field, you’ll be able to see the number of interactions versus the number of re-focuses, deletes and cursor movements. We use these to report on the ‘health’ of each field.

Problem Fields

This report indicates visually what fields are the most problematic for your visitors overall.

Problem fields report

This report identifies problem fields as those that:

  • Have high drop off rates
  • See a lots of corrections
  • Your visitors spend a long time in
Formisimo academy iconPro Tip
Toggle (turn off and on) the problem types in this chart by clicking the appropriate label in the key, located in the top right corner.

We hope you feel confident navigating your reports now. We love to hear from customers about their experience of the report. Send your feedback to bonjourno@formisimo.com.

In Lesson 3 of Formisimo Academy we’ll guide you to find the issues in your form, using your reports. You’ll learn what trends to look out for and why they might be happening. Your data can reveal why your form might be performing badly.

Find your form’s biggest issues 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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