What You Can Learn from Partial Submissions

Written by Sarah Quezada on May 5, 2015

Posted in Lead Generation

Don’t you wish you could get into the minds of your web visitors? You may learn a lot from the customers that convert, but what about the users who start your form and don’t finish? What can they tell you?

Our Partial Submissions feature can be useful for following up with potential leads. However, the data collected can also reveal secrets that can help you optimize your form and maximize your spend. Here are 5 takeaways you can learn from Partial Submissions:

Which questions are turning leads away

Take a moment to see if there is a pattern in the data you’re receiving. Are your customers abandoning around the same question? Similar to Field Bottlenecks, these partial submissions may be clueing you in to questions that are too personal or confusing. Optimize your form and see if completed submissions increase.

Your form is too long

If a lot of your visitors are starting the form but trailing off at different parts, your form may be too long. If you absolutely must keep all your questions, try shortening the form with Conditional Logic. Or activate Social Autofill to make completion easier for your customers. You might experiment with A/B Testing a shorter form to see how length impacts your conversions.

Where your marketing spend is wasted

Adding a hidden field to your form and tweaking your embed code can help you track the referral URL of your form visitors. Compare this data to your Partial Submissions. Are visitors from one website all starting the form but not completing it? You may need to adjust your messaging or call it a bust and redirect your marketing dollars.

Your value proposition isn’t strong enough

If users are dropping off and none of the previous fixes boost your conversion rate, it may be time to consider your value proposition. Visitors are getting started, but it may be that they begin to question their decision as they move forward. Consider incentives for your form, and make sure you’re offering something that will keep your users engaged until the end.

You need to incorporate “microconversions”

Maybe your web visitors are interested in purchasing your $900 product. But as they move through the form, they’re not quite ready to pull the trigger. It’s time to add a lead nurture strategy to your game. Consider “stepping stone” conversions like webinars or white papers that might get users to hit “submit.” Save the big ask for when trust has been built.

Partial Submissions gives you the opportunity to follow up on potential leads that hesitated to finish your form. But this clever feature also serves up valuable form insights that can help you optimize and turn those almost submitters into customers!