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Forms are a necessary part of most lead generation and transactional sites. They are also a key breakage point. Learn how analytics solved this issue.
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Google Confidential and Proprietary 1
Optimising Forms with GAGetting more from your site by reducing form drop outs
Rod JackaManaging [email protected]://twitter.com/rodjackawww.panalysis.comblog.panalysis.com
Google Analytics Master Class 2010 #gamc 2
Form Tracking
Forms are an essential part of most websites.
• Forms can also be a barrier to success.
• Form design can impact sales, leads and other website key performance indicators.
• Identifying where visitors drop out of the process path (e.g. checkout, registration, etc) is a critical step to optimising a website.
• Identifying where visitors have difficulties with a form can assist you to optimise for improvement.
• Google Analytics provides goal tracking and the “Goal Funnel” report which can assist in pinpointing issues in the general process.
Google Analytics Master Class 2010 #gamc
A Typical Goal Funnel
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Google Analytics Master Class 2010 #gamc
First Screen
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Google Analytics Master Class 2010 #gamc
Second Screen
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Google Analytics Master Class 2010 #gamc
A Typical Goal Funnel
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Page was loaded
Page was loaded
How many attempted the
form?
Google Analytics Master Class 2010 #gamc
Form Optimisation
• The problems with this form can be pinpointed to either:• Visitors seeing the initial offer page are not sufficiently motivated to move to stage
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• A high percentage of those who view stage 2 do not progress to completing the form
• There are two equally valid optimisation methods available:
• Optimise the landing page using Google Website Optimizer to maximise the number of people commencing and completing the form, and
• Optimise the form so that the maximum number of visitors commencing the form complete it.
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Google Analytics Master Class 2010 #gamc
Form Events
There are several events that can be tracked to optimise a form. Some key ones are:
• How many visits commence the form. Viewing a form doesn’t mean that they commenced it.
• Which fields did they encounter errors on and submitted the form.
• Which fields did they encounter errors on and did not submit the form.
These and many others can be tracked using Google Analytics events.
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Google Analytics Master Class 2010 #gamc
Form Event Reporting
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Google Analytics Master Class 2010 #gamc
Some Example Analysis
Form Views 100Form Starts 50 <- Only half the visits viewing the form started itForm Completions 25 <- Only half the visits starting the form completed it
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Actions:
• Separate long forms into smaller sections to make it seem less daunting.
• Reinforce benefits of completing form at top of form
• Identify which fields are causing issues that prevent completion
Google Analytics Master Class 2010 #gamc
Some Example Analysis
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Actions:
• Consider whether street address is absolutely required or not. If not remove this field
• Add help or hint text when user enters field to show them what the expected value needs to be.
• Add alternatives where data needs to be looked up from an existing database such as street address.
Field ErrorsErrors with completions
Street Address 10 2 Only 20% of visits with an error on the street address field complete the form.
Date of birth 20 18 10% of visits with an error in the date of birth field abandoned the form
Google Analytics Master Class 2010 #gamc
Summary
• When a visitor has commenced the process of completing a form any form abandonments represents a lost opportunity.
• Google Analytics if configured correctly can assist you to pinpoint the likely issues with the forms on your website.
• With customised implementation field level tracking can be used to identify barriers to form submission.
• This data can be used to optimise forms to minimise wastage.
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Google Confidential and Proprietary
Thank You!
http://www.panalysis.com/[email protected]://twitter.com/rodjackahttp://blog.panalysis.com/
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