Beyond Google Analytics: Deeper Insights Come from Forms

Written by Heather Mueller on June 12, 2015

Posted in Analytics, Form Optimization

Has this ever happened to you?

Your team was in the final stages of preparing for a big campaign. Maybe it was a special event that took months of planning, or a big announcement destined to draw in hundreds of new leads.

Every detail of every promotional aspect—email lists, marketing copy, landing page design, social media calendars—was meticulous. As a finishing touch, you built the online form people would fill out to sign up or register. At last you hit “publish,” “send” and “share” to let the world know about your great new offer.

And no one really seemed to notice.

What happened? When you rely on Google Analytics alone, it can take days or weeks to get all the numbers you need to determine where you miscalculated benchmarks or overlooked an important design flaw.

Not so with web form analytics. These metrics are straightforward and easy to analyze, making it painless for even the non-analyst to extract actionable insights. Here are three key metrics you can use to quickly identify issues and optimize your digital marketing campaigns for more conversions:

Form Field Bottlenecks
What it tells you: See exactly which fields are causing users to leave your form.

How to put it to use: Go back to your form builder and address problem areas that may be causing people to abandon your form.

  • Do most users fill out the name, phone, and email fields but abandon your form at the required mailing address field? It’s probably one field too many—uncheck the “required” asterisk or remove the field altogether.
  • Are people refusing to fill out a short answer field? Instead of asking them to type an answer, offer multiple choices with radio buttons or a dropdown list instead. These are much easier for time-crunched mobile users to complete.

Form Conversion Rates
What it tells you: The percentage of web form visitors who convert into customers or leads.

How to put it to use: Help your team set realistic goals based on industry and form type.

  • Are you disappointed by a “dismal” 12% conversion rate for your online order form? According to the 2015 Form Conversion Report, that number may be a reason to celebrate.
  • Your target audience and industry directly impact conversion rates. In higher education and healthcare, a 12% conversion rate exceeds the average. But if you work in sports or religion, where conversion rates average 18-20%, it may be time for a closer look at bottlenecks and A/B tests.

Form Submission Times
What it tells you: When your audience has the time and energy to fill out your forms.

How to put it to use: After exporting your form submission data to a spreadsheet, sort by dates and times to quickly identify patterns and pick peak promotion times.

  • Did most of your current submissions arrive on Tuesday mornings and Thursday afternoons? Adjusting your email sends and social media ads for those days and times  may help boost conversions.

Formstack gives you these and other massively insightful data analytics every time you log in at the Platinum level. For even deeper insights, activate the Google Analytics plugin to combine the power of form analytics with your website metrics.

What digital marketing challenges are you facing today? Ask us how you can extract more meaningful insights from your web form analytics to help fix issues and boost conversions.