Why Traffic Quality Insights Are Opportunities for Optimisation


Analysing your forms to measure high-quality traffic is like using a pan to sieve for gold. It allows you to separate the users who buy from the users who don’t.

This opens a window into the quality of your traffic. By sifting through potential customers and drop-outs, you learn how many quality leads your site is attracting.

The real value of form analysis is your ability to pinpoint where form abandonment is occurring most frequently and how long a user spends on a field before dropping out.

These insights enable you to optimise your forms so you can influence the quality of your leads. In the process, you gain opportunities to make your sales more effective.

We discuss how to accurately measure your lead quality. And how this unlocks ways to encourage potential buyers to stick with your forms.

What Is Good Quality Traffic

Your ideal buyers are quality traffic. They’re:

  • Interested in your content
  • More likely to convert
  • Actively seeking your product

Confusing high quantities with the quality of visitors can trip you up: they don’t mean the same thing for your business.

When you have lots of users visiting your site, that increases your brand awareness and visibility. When you have lots of quality traffic, you gain a higher ratio of sales and conversions.

You need to identify these users to measure just how many quality leads your forms are attracting. What’s revealed is how optimised your forms currently are. Gain this insight by measuring your drop-out rates.

The Wisdom of Form Abandonment

Knowing your drop-out rates is one method of calculating your traffic quality. You can also measure lead quality by understanding how far users are progressing through your forms.

If a user only fills in a few data fields before leaving, they’re a low-quality lead. The users you want to attract and nurture get to the later stages of your forms, such as the payment page.

But even the most dedicated users can be repelled by overly-long and frustrating forms. If this is an issue, you’ll notice during form analysis how lots of users stick with your forms, only to leave when an excess of effort is demanded.

Sneaky Sales Induce Drop-Out

Cross-selling within your forms can easily test a user’s patience. Holiday booking websites are sometimes guilty of creating irritating forms fields in their cross-selling attempts.

Often transparency in sales is key to reducing user drop-out. Travel site Mark Warner, who ranked in the bottom five of our UX league table, makes a user click three times to view the price of its holiday add-ons.

Source: Mark Warner

Extra charges should be visible otherwise customers might make it to this stage only to drop-out because of their frustration. Jet2 minimises the effort of locating prices by listing them clearly on its forms with no clicking required.

Source: Jet2

When prices aren’t displayed clearly, users could add a product to their cart only to be shocked later at the final cost. Higher quality users are less likely to drop out from this surprise. But it can lead to prolong their form journey and extending their frustration as they try to correct their mistakes.

Gruelling Corrections

The last thing you want your high-quality leads to experience is making a correction before a purchase.

It makes form filling longer than necessary. It also runs the risk of unsuccessful reloads: if a user needs to backtrack to make a change,  your form might have to be filled out all over again. Little could be more detrimental to converting a quality lead.

Difficult fields can also cause user corrections, such as forms fields with unclear labels.  Generate a corrections report to discover which data fields are too challenging for even the most dedicated users.

If you see a correlation between correction time or attempts and your drop-off rate, you know you’re asking too much from an interaction. If you choose to make alterations to fix these fields, use A/B testing to make these changes effective. But your results will only be reliable if you have high quantities of traffic.

Complexity For Superior Traffic?

You might think that sacrificing fields is a one-way ticket better lead quality. When in fact, doing so can encourage the opposite.

If form analysis indicates that users are dropping out during the earliest stages of your forms, that doesn’t necessarily indicate that they’re too complex to complete.

It’s more plausible that colder leads dereserted your forms because they weren’t dedicated enough to buy.

Quality users are much more willing to give up data. But if any vital information is missing, especially during payment, you could lose potential buyers as they lose their trust in you.

Influence the quality of your leads by ensuring your forms are as complex as they need to be. You can help users get to the finish line by making form filling more enjoyable. One way to achieve this is by using progress bars.

Sweeten the Journey with Gamification

Use progress bars, like Airbnb does, to further influence superior traffic to complete a sale or submission.

Source: Airbnb

Progress bars feedback how close a user is to the finish line, providing assurance that the end is in sight.

They also make form filling fun. People love the sense of completing something, as Hugo Liu, Chief Scientist of hunch.com points out:

“It turns out that when you finish a task, your brain releases massive quantities of endorphins.”

By choosing to create more engaging forms, rather than simplifying them, you nurture high-quality traffic and increase the chances of conversion.

And that’s the most important lesson: shaping form experiences around the needs of your quality leads will turn them into customers and increase their numbers.

So use form analytics to identify, influence and control the flow of the users with the most promise. Increased lead quality and a boost in business profitability will be your reward.

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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