Get more students to complete your forms: combat form abandonment

2 min read

For student marketers, getting a potential students to click through to your landing page from an advertising campaign is only half the battle; getting them to give over their personal details is the other. In Akero you’ve always been able to A/B test forms and landing pages to ensure you are getting the best possible conversion rate. But general conversion rates of a page only tells us the story of those that came to a page and completed the form.

What happens to those who didn’t convert? Imagine a potential student comes to your landing page – they read the content, watch the video, admire the beautiful creative that you’ve spent ages assembling, and then start to complete the form.  

The chances are these people have come directly from an ad or an email and clicked through, so they have intent behind their actions, but for some reason, that intent hasn’t converted into them completing the form…

Something’s stopped them. This is where form-abandonment comes in: it shows the exact point that this intent was overwhelmed by the friction of completing the form. Now you can track and report on what form fields could be the cause of form abandonment and lost conversions on your clients’ forms.

Find out where form visitors stopped giving their details

Akero’s new Partials feature tracks the ongoing completion of a form as a potential student fills out fields but doesn’t go on to submit the form. Over time, this builds a picture of what fields are causing the highest form abandonment rate.

This ‘partial’ lead data is visualised via a field heat-map which also outputs the completion rate for each field. For example if only 50% of form visitors are completing the telephone number field it might be time to think about either making it optional, or removing it altogether in order to increase conversions… I feel an A/B test coming on!