Form analytics
Form analytics is the study of how people interact with a web form to identify the fields where they hesitate, make mistakes or abandon it
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Form analytics tools record data such as time spent on each field, fields corrected several times, error messages shown and the last field completed before abandonment. This reveals specific problems: confusing questions, unnecessary fields, overly strict validation or unclear instructions.
It is part of conversion rate optimisation and usability work, and is best combined with qualitative methods, such as user testing, that explain why the data shows what it does. Proposed improvements can then be validated with an A/B test. When tracking field interactions, care must be taken not to capture the content of personal or sensitive data.
Also known as
Form analysis
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