If a visitor tries to complete an online form and gives up in frustration, Google Analytics will never let you know. The best it can do is to show you how much time all visitors spent on the page. (Even this information can be extremely misleading since GA measures page view durations starting from the moment given page loads to the moment the next internal page loads. If your visitor stays for 10 minutes, reads your article from top to bottom, shares it, and then closes the tab without browsing any further within your site, GA will register ‘zero’ time on page.)
When it comes to lead capture forms, contact forms, and sales checkout forms, it can be hard to tell how many fields you’re best off including. The fewer fields your forms have, the lesser friction people will have opting in, which makes for more conversions.
On the other hand, the more fields you include, the more data you’ll have to work with when people do complete and submit forms, which is useful for identifying personas when executing segmented nurture sequences. You’ll also learn more about your audience, and you’ll be in the best possible position for determining the relevance of your leads. And there’s something to be said for asking a lot of your audience, as it helps to filter out people who are “just curious” about your lead magnet and will never actually do business with you.
To really understand the extent to which form fields are serving as roadblocks on the path to conversion, turn to your form builder tool’s analytics. The better platforms will reveal partial submissions, and how far a user gets through a form before abandoning it, so you can see if any single field is too long or question too confusing.
To get started experimenting with form conversion optimization consider:
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