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The Long-term Benefits of Advanced Analytics for Forms

Conversion Rate Tracking

Analysing data is only useful when you gain actionable insights. Yet many form analytics platforms don’t give you the necessary tools for the job. And without them, you’re in the dark about how to improve user experience, conversion and attribution.

Formisimo’s advanced analytics shine a light into the darkest corners of your forms by allowing you to investigate user activity across various time frames. This is particularly powerful when analysing the impact of marketing campaigns aimed at driving traffic to your form.

We explore how narrowing your analysis to specific time periods enables you to connect user behaviour to form design and take action to improve conversion and experience.

Time-bound Form Analytics

Observing interactions with your form is an essential part of understanding customer behaviour and the effectiveness of your form design.

Statisticians often analyse data related to time to establish long-term trends, movements related to a particular event and irregular changes that are more than a short term fluctuation.

All three of these methods are relevant for form analytics. But choosing the right time period to assess particular information is critical to establishing meaningful insight.

We see this kind of data analysis error being made all the time. Take reports that ‘UK car registrations plunge in March’.  Backed up by analysis showing that the market had suffered a 16% year on year reduction in new car registrations this sounds like a problematic year for the industry.

However, far from the sector having a terrible time, this was actually their fourth best year in the last ten. But this only becomes apparent when more data considered over a longer period of time is taken into account.

Formisimo’s platform includes a range of reports all of which can be based on data taken from a particular period of time. If you want to look at activity on a single day you can. Or you can expand your horizon and assess form performance over several weeks, months or years.

Next, we explain how to use Formisimo’s advanced analytics to best advantage.

Long Term Form Data Provides Critical Context

If you’ve embarked on a long-term project to optimise your form over the course of a year, it’s likely you’ll want to be able to check whether your changes as a whole have been effective. Formisimo’s dashboard can be filtered by a specific date range to provide an at-a-glance report that shows overall conversion trends.

While shorter timeframes may identify peaks and troughs, when you need to ascertain any upward trend, it’s long-term reporting that delivers.

That’s because pulling data for a single month may not not be representative of the form’s performance over the long term. Perhaps you tried something that didn’t pay off. In this case that month’s data could look poor.

Instead of focussing on shorter periods complete with peaks and troughs, Formisimo’s long-term reporting capability allows you to see the overall impact of incremental form changes. By setting your dashboard to pull data into a graph tracking the past 365 days you normalise the data and smooth distracting details.

The same is true for year-on-year comparisons. Say you’ve run a marketing campaign two years in a row. You need to be able to compare two periods to understand how many prospects it drove to your website and how many went on to complete your form.

What differences can you see between the two? Are you making gains year on year? Real-time analytics won’t give you the answer.

Which is why Formisimo’s high level dashboard gives you the option to analyse data over customisable and therefore meaningful timeframes. As the image below shows, by giving you the long view, it helps you see the wood for the trees with at-a-glance metrics that are easy to understand.

Less is Sometimes More

That said, more data isn’t necessarily better. Sometimes being able to narrow down your analysis to a particular timeframe yields insights that get lost in large data sets. And Formisimo can do this too.

Let’s say you’ve run a Black Friday sale for a week by providing a discount code that shoppers need to enter at the checkout. Reviewing your discount code field data on a quarterly basis may show a spike in sales on that day. But it won’t reveal more detailed insights.

Using Formisimo’s real-time analytics capability, you could analyse discount code field completion to identify whether the promotion is working as expected. Higher than usual traffic should mean everything’s fine and any recurring actions would alert you to a problem.

Only with this instant website analysis and reporting capability will you have the option to check for errors and fix any problems you find.

Bespoke Advanced Analytics

Running marketing campaigns can be expensive and all your activity will end up with customers completing a form of some description. So reviewing performance is key. If you’re running a TV, adwords or physical campaign, you want to know the effect it’s having on your conversions.

That’s why Formisimo gives you the ability to assess the performance of your form over any period you want.

When setting up campaigns, the data you can gather from Formisimo is also highly valuable. For example, you might want to know which days are best for form conversions on your landing pages. By pulling the data for each day of the week over a sufficient period of time to normalise any anomalies (say three or six months) you can see which days are best.

This might mean you run adwords campaigns on a Friday with the aim of driving more traffic to your website on a day when you’re likely to convert more and generate the best return on investment.

By enabling you to conduct website analysis that compares data week over week, month over month, quarter over quarter, Formisimo delivers genuine insights for form and marketing optimisation.

Like a telescope, focus is everything. Expand the eye hole too much or too little and you won’t be able to see what you need. The same goes for forms: set the date range too small and your data will be meaningless; too large and it won’t capture sufficient detail making it difficult to know what you need to do to optimise.

Formisimo’s advanced analytics are simple to use and give you full flexibility when it comes to conducting the performance of your forms. How will you make best use of them?