How to track your lead form’s performance

Form Performance Indicators (KPIs): What to Measure

Insiteful.co: track & optimize your lead form’s performance

Traffic & Demographics

Since companies have different objectives and manage traffic in various different ways, traffic by itself does not indicate success. Traffic patterns, however, reveal a lot about your website’s overall direction. Increases or decreases in traffic are key indicators of whether your marketing strategies are being implemented and executed correctly. For instance, an increase in organic traffic will (of course) send more people towards forms and landing pages.

Form Engagement

While traffic & demographics data can tell you the type and source of visitor, the next step is to figure out how the traffic is interacting with your forms. This will be three-fold process.

Lead Generation & ROI

Each form has their specific objective, but at the end of the day, the main purpose of any form and landing page is lead generation. Whether it’s a newsletter form or a free eBook form, you want to measure how good a form is at being fulfilling its objective as well as how many leads are being generated with respect to traffic and estimate your return on investment. This all boils down to ROI: return on investment — for paid marketing, this can be measured as return on ad spend (ROAS).

Tools to Track Form Performance

Now that you know what kind of data and KPIs you need to track your form performance, let’s talk about some of the tools and methods you can use to capture said data.

Form Abandonment Tracking

Insiteful.co: track & optimize your lead form’s performance

Heatmaps & clickmaps

The most common use of heatmaps is to portray user behavior on landing pages or forms. You can use heatmaps to show where a user clicked on a page, how far they scrolled down a page. Heatmaps are useful to see whether certain call-to-action buttons and attention-grabbing elements are doing their jobs. Tools such as Hotjar and FullStory can be used to get heatmaps and clickmaps.

Form field analytics & funnels

Insiteful.co: track & optimize your lead form’s performance

Segmentation & enrichment

The goal of audience segmentation is to divide your target audience into groups that share similar interests or behaviors. With the help of segmenting your audience, you can create marketing messages that are relevant to each segment, allowing you to reach every customer. Kissmetrics, Google Analytics, and Baremetrics can help you with segmentation & enrichment.

Best Practices

Knowledge is power. With above-mentioned data and tools to collect your data, you can begin to optimize your forms. Here are some tips and best practices to optimize your forms.

  • User correct layout. For most forms single-column layout is better than double-column layout.
  • Try to reduce the number of fields.
  • Optimize your call-to-action button.
  • Get Rid of CAPTCHA
  • If not necessary, don’t ask for phone number.
  • Be transparent with privacy policy and provide social proof.
  • Conduct A/B testing

Form analytics

All the best practices and optimizations are in vain if you don’t know what is necessary and works for your business. Leveraging is a powerful strategy to unearth all the answers regarding form abandonment and poor form performance. There are a lot of tools available on the market, but most people go for trusted names like form analytics Google Analytics. What they don’t understand is GA is better for site-level analytics but measuring in-page activity such as form abandonment requires more advanced tools.

Automatically track & optimize your forms with Insiteful

Insiteful.co: track & optimize your lead form’s performance

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