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How to optimize the last mile of conversion with form analysis
How To Optimize The Last Mile of
Conversion With Form Analysis
Product Marketer, VWO
Ask Questions on Twitter
What are we covering today?
01 Understand the motivation behind ﬁlling out a form
02 Industry-speciﬁc examples on how to optimize forms
03 Build testing ideas for form optimization
Why forms are important?
50% marketers still ﬁnd web
forms as the highest lead
Survey Reported By HubSpot
Conversion Potential of Form Analysis
Marketers who run A/B tests on their
forms tend to be more satisfied than
those who don’t, and they also report
roughly 10% higher conversion rates
than those who don’t run A/B tests.
*Survey Reported By HubSpot
However, there is a better way to do form research...
Things to ask yourself before getting started:
● Have you motivated them enough to do get excited about the value?
● Do you know what motivates them to go for the value you’re looking to
● Are you presenting them with the right information that they need to go
ahead and start interacting with your form?
First step is to actually understand how your user
interacts with your form page
Do they ﬁnd the information that is important to them easily?
Are you addressing their doubts or concerns?
To do this..it’s great to actually start creating some views that would help you
understand what’s going on your page
- Heatmaps of the page where your form is
- Visitor recordings of people who’re not interacting with your form
Iguama: The Case Study
we found in the videos that our
register page (after cart page to go
to the checkout page) was
confusing for our users to ﬁll out the
Creating strong form-related hypotheses
Understand what information your user is looking at before ﬁlling out the form
What parts of the form are they getting stuck on? What’s the reason?
- Look at visitor recordings of where your users who started ﬁlling out a form but
didn’t actually convert
- Run a survey on exit intent of the form page
- Use Plan Layer to log your evidence-based hypotheses
When to A/B Test Form or go for quick wins?
When to go ahead with the changes?
When should you AB test?
Before you AB test, it’s important to have strong hypotheses. If the change is too
obvious, there’s no point waiting to justify it through an AB test, as there’s a cost
involved in potential lost conversions.
● Align your visitor research with form analytics
● Build trust by demonstrating value
● Optimize the entire customer journey not just forms
Use #AskVWO To Ask Questions on Twitter