Forms are often paid less attention during the conversion optimisation process, with the bulk of the focus being UX and UI or personalisation. However, forms are the heart of conversions—whether you’re an eCommerce brand or a lead generation one, forms, in different shapes and styles, give you all the data you need from the customer.
In this sixth post of our CRO Insights series, Alun Lucas, Managing Director of specialised form analytics platform Zuko Analytics, talks to us about the trends in the form optimisation landscape, what you need to focus on when analysing forms, and what’s in the pipeline for Zuko.
The pandemic seems to have driven some interesting trends in user behaviour across forms that Zuko has tracked. The savvy form optimiser should be aware of these possible phenomena. Specifically:
Note that these trends were most pronounced at the height of the first 2020 lockdown. They seem to have reduced slightly in 2021, so may not hold in a post-pandemic world.
Optimisation techniques have come on in leaps and bounds over the past decade. However, users are too often treated as an amorphous mass that either convert or don’t convert. It is often only when you dig deeper into individual audience segments that you realise what is going on and you take a leap forward in your optimisation performance. At Zuko, we have seen businesses succeed when looking at the following:
The biggest opportunity we see companies miss out on is when they fail to analyse what happens after the submit button is clicked.
Users who spend time filling out a form, try to submit it, but for some reason don’t successfully complete it, are money left on the table. Their behaviour should be analysed specifically to identify why this is happening.
Whether the problem is technical, UI, bad error messages, or something to do with the instructional copy, if you can solve it, it will likely have more impact on the business bottom-line than any other potential change.
Our strategy has been to be indisputably the best tool available for one thing and one thing only: form optimisation and analytics. Our investment will continue to focus on this.
As well as delivering greater insights and features, we will be integrating with broader optimisation tools and offering the ability for clients to pull data into their own systems. This will make Zuko data as accessible and useful as possible.
This is the sixth of a series of posts where we speak with leading customer experience optimisation brands on trends and the future of digital growth. Check out the previous conversations with the likes of VWO, Fresh Relevance, Webtrends Optimize, and Nosto.
Stay tuned for the next one!