Forms are often the most conversion-critical elements on any website. With Mouseflow's form analytics, you'll have the necessary data to measure the performance of all your web forms.

Not only is this a great way to improve customer experience but, with the right tweaks, it can also vastly improve your conversion rate.

Here's how a form report looks:


Analyzing the form

Once you set up a form to track, you'll have easy access to a number of statistics and analytical data for the entire form and each respective field.

Let's take a deeper look:


The Form Header

The first thing you'll see is the two most important metrics for the form: Visits and Conversion Rate.

  • Visits tell you how many visits we've tracked to the page where your form is available.
  • Conversion Rate indicates the percentage of visitors who successfully converted.

In the first line of the form report, you will also see data and toggles for the entire form:

  • Page: The page where the form is found. In the example above, the form is found on the page '/contact'.
  • Timeline/details: The timeline/details-toggle allows you to change between the timeline and detailed data for the entire form report.
  • Total Interaction Number: This number represents the total amount of visitors who interacted with the form.
  • Drop-off: This number represents the total amount of visitors who left the page without interacting with the form.

The Fields

Each individual field will have an individual line in the report with the metrics and data pertaining to that field:

  • Name: This is simply an alias for each field -- you can change this to anything you want.
  • The Timeline visualizes the time spent on each individual field. This makes it easy for you to see if a particular field causes a delay when filling out the form.
  • In the Interaction Bar you'll see how many visitors interacted with this field.
  • The Drop-off indicates how many visitors dropped off at this step in the form. By clicking the 'Play'-icon, you have the option of watching recordings of these visitors.

As mentioned earlier, the timeline/details-toggle in the header allows you to change between the timeline and detailed data for the fields. This will reveal three metrics: Average Duration, Refills and Blank Submits:

  • Average Duration: The average time spent in this field.
  • Refills: The percentage of visitors who changed the input in this field, after an unsuccessful submit attempt.
  • Blank Submits: The percentage of visitors who submitted the form without filling this field.


The Conversions

The final step of the form report is also the most important. Here you'll find the visitors who converted or who failed trying to submit:

In the final lines of the form report, you'll see two critical metrics: Conversions and Failed Submits.

  • Conversion: These are the visitors who successfully completed and submitted your form. By clicking the 'Watch Converted'-button, you can see recordings of all these visitors.
  • Failed Submits: These are the visitors who failed to successfully submit your form.

Exporting Form Data

You can download form data as a CSV-file from the results page.


Filtering the Form

Every feature includes access to Mouseflow's sophisticated filtering tool. For example, if you're evaluating a form's success on the checkout page, it would be wise to filter your form for differing conversion rates -- based on device, operating system, browser, and more.


Tip: If your conversion rate suddenly dips on a specific device or browser, investigate some of the recordings showing the drop-offs. You would be surprised how quickly you can find previously unknown bugs.

Additionally, you can filter your forms for the "click-error" (Javascript errors resulting from clicks) and click-rage (excessive clicking) tags to quickly skip to recordings that are highly likely to include errors and bugs.

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