What form analytics shows
Form analytics helps you understand how visitors interact with forms. It can show where users focus, hesitate, abandon, or fail to submit.
Use form analytics for:
- signup forms
- lead generation forms
- checkout forms
- contact forms
- demo request forms
- onboarding forms
Create or review a form
Open Forms for a site. Forms can be used to analyse important form selectors and track how visitors interact with them.
Give each form a clear name, such as "Contact form", "Checkout details", or "Demo request".
What to look for
Review form reports for:
- interaction volume
- submit attempts
- successful submissions
- submit failures
- abandonment
- fields where visitors hesitate
- fields that receive repeated focus
Combine form analytics with session replay to see what visitors experienced before abandoning or failing to submit.
Submit failures
Submit failures are friction signals that indicate a visitor tried to submit a form but did not complete successfully.
Common causes include:
- required field errors
- validation messages that are hard to see
- unclear field labels
- broken submit buttons
- slow form responses
- payment or backend errors
If submit failures are high, watch recordings and test the form yourself on desktop and mobile.
Field friction
Fields can create friction when visitors hesitate, clear values, return to the same field, or abandon the form after interacting with it.
Problem fields are often:
- phone number
- password
- address
- payment details
- optional fields that look required
- fields with unclear formatting rules
Simplify labels and validation before adding more explanation.
Use form analytics with filters
Apply filters to compare:
- mobile and desktop visitors
- traffic sources
- first-time and returning visitors
- sessions with submit failures
- countries or regions
Mobile form issues are common, so always compare device types before making a final decision.
Improve form conversion
Good form improvements include:
- reducing unnecessary fields
- making required fields clear
- showing validation errors next to the field
- preserving entered values after errors
- improving mobile keyboard types
- making the submit button visible and responsive
- adding trust copy only where it helps
Form analytics checklist
- Track the right form selector.
- Review submit failures.
- Identify fields with hesitation or abandonment.
- Watch related recordings.
- Compare mobile and desktop.
- Test the form after changes.