- Report on the user journey through your form – the number of users that reach certain form stages (and then drop off)
- Report on the bottlenecks of your form which cause the highest level of form abandonment
- Get tips within the platform to increase conversion at specific stages of the form
For marketers, getting a potential customer to click through to a 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 rate of a page only shows us the people that came to a page and completed the form.
The wins aren’t as important as the losses – what happens to those visitors who didn’t convert? Imagine a potential customer 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 lead 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 heatmap 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!