Form analytics

Resolve critical form errors fast with form analysis

A single form field can derail a qualified user's conversion. Our form analysis tool shows you where they struggle.
"Forms are the best feature for me, it is what makes Mouseflow different from other products on the market."
Kristjan B
Digital Marketer & Developer
A part of the Mouseflow UI showing how you can get a lot of data about your forms - from the seconds that a user spend on each form field to how many drop out after starting to interact with the form.
Better forms, more conversions, and ROI

Checkout, lead gen, sign up — effective forms make all the difference.

Some information is essential. But sometimes the more you ask, the higher the risk of form abandonment.

Form completion plays a vital role in business success and we help you dissect interactions field-by-field so you can create a form worth submitting.

A diagram showing the process from discovering drop-out percentages in a form to watching those exact user sessions, to editing the form, and improving conversions.
Reduce abandonment

Lengthy and faulty forms repel even the most interested customers.

What’s the best way to recover abandoned forms, including checkout forms? Well, let’s start with preventing it in the first place.

Form tracking and analytics highlight the form fields that frustrate users. We get the insights you need to build the perfect form.

An example of two websites where Mouseflow automatically detects forms and starts tracking them.
Start analyzing forms in minutes

Don’t wait months to collect data — get up to a year of historical data storage.

Mouseflow automatically detects the forms on your site and begins tracking. No need to plan your optimization strategies months ahead.

Easy integration with CMS and eCommerce platforms — WordPress, Shopify, WooCommerce, Magento, and more — gets you up and running quickly.

A list of different heatmaps with the filters "form-interaction" and "submit-failure".
Easily identify problematic segments

Be the first to know why potential clients/customers bail.

Mouseflow automatically tags user session recordings with form interactions, so you can better understand your converting audience.

Filters, segments, and tags help identify the most problematic segments, channels, and journeys. Prioritize the most impactful segment to achieve better ROI.

Questions you can answer with form analytics

What's wrong with my checkout page?

Use form analytics to assess your checkout forms performance and remove unnecessary obstacles to boost your transactions.

Why are people not finishing their registration?

Find out how many times your visitors refill your form fields and spot friction that can be adjusted to get more people to finish your registration.

Am I asking for too much information? / Is my form too long?

Yes, there is such a thing, #TMI. Visualize how many people are dropping from form field to form field and remove unnecessary steps to increase your forms' performance.

Why is my coupon code not working?

Spot language nuances, high refill rates or broken processes to improve your customers' experience

Form analysis & optimization FAQ

More questions? We have answers.

Form conversion is the completion of a form by a user, filling in all required fields and hitting “submit” (or a similar directive CTA). Form submits can only be handled with the traditional HTML submit button out of the box. Form analytics is the practice of observing form behavior, collecting data, and dissecting that data to — you guessed it — deploy form optimization techniques. Similarly, form tracking refers to tracking a user as they progress through a form’s fields. 

A form conversion may be a micro-conversion as part of a larger journey. Say, a home services provider asking for location and job information before providing a quote. In this example, the actual booking of the service is a conversion. The submission of the form is a step essential to the conversion journey and indicates high user intent — therefore, a micro-conversion. 

Yet in other cases, a form may be a primary point of conversion. 

Take ecommerce. Checkout forms capturing payment, shipping, and communication information are not just a micro-conversion on the way to purchase. They constitute the purchase itself. 

Or, take B2B marketing, in which booking a demo with a sales team via form submission is considered the end — the final conversion — in a user’s journey. (From there, it’s on the sales team to close the deal.)

While these themes ring true, a form’s conversion hierarchy status simply depends on its context. If you’re just capturing feedback, for instance, that home service provider considers a customer “converted” when they submit their feedback form. Or, a B2B marketer may need to use forms to deploy nurture sequences. 

Whatever the form and conversion relationship, the form’s conversion friendliness can be optimized if you analyze user interactions. 

Form analytics, like Mouseflow, tracks conversion rate between form fields as well as for the form as a whole. If 1,000 people fill out a form but only 100 reach the confirmation page, that form’s conversion rate is 10%. 

But what if you found out that 500 out of that 1,000 abandoned the form at a specific field? Eliminating or adjusting that specific form field could “save” those 500 abandoned users, turning a 10% converting form into a 50% converting form. 

But to know which fields to change — and how your form should be optimized — you need a form tracking system that breaks down each field as a step in this micro-conversion journey. 

Enter: Mouseflow.

Mouseflow’s commitment to privacy and security ensures you can anonymize user data to avoid collecting — let alone sharing — PII. While a user might type in their Social Security number, anyone reviewing that form or session recording will only see “***********”. 

Out of the box, Mouseflow’s form tracking also anonymizes IP addresses. So while you’ll still get regional-geographical insights, nothing will run afoul of regulations such as CCPA and GDPR. 

Plus, you can easily block specific and regional IP addresses right from Mouseflow’s tracking settings. 

This makes Mouseflow a top choice for healthcare, financial, educational, governmental, and other organizations where privacy is paramount.

That depends on who you ask. And what industry you serve. And… well, a lot of things. Here’s a working definition of “good form conversion rate”: better than yesterday’s.

That’s because form optimization is an ongoing tactic using unique audience insights to create the ideal experience for your audience. Even between similar brands and industries, form conversion rates can vary widely. 

However, one place to start is with Unbounce’s robust Conversion Benchmark Report. While these are landing page conversion rates, they can be roughly translated to form conversion rates and set as an aspirational benchmark. 

But remember that a form conversion rate considers only those users who begin filling out the form – so if 1,000 people visit a page, 500 may begin the form, yet only 250 complete and submit it. That’s a 25% conversion rate for the page, but a 50% conversion rate for the form itself. 

So, ask yourself – is my form achieving my business goals? If it’s not, what amount of completions would achieve that goal? Now use that ideal number of completions, divided by the current traffic, and set that as your aspirational form conversion rate.

Setting up form analytics with Mouseflow is super easy:

  1. Click “Add New Form”
  2. Enter the URL where your form is placed
  3. Choose your form from the auto-detected options
  4. Review and create!

The form analytics tool will then visualize your form as a step-by-step journey, complete with completion and drop-off rates for every field-stage. 

Fields with high drop-off or friction are automatically highlighted, directing you to the most impactful optimization opportunities. 

Form optimizations tend to come in a few common flavors:

  • Field removal — when form analytics show you that users don’t want to give a certain piece of information
  • Field input clarification — when the addition or revision of some simple instructions boost user comprehension and conversion
  • Field addition — when too many users are converting, giving you unqualified leads or sign-ups. 
  • Non-form optimizations — when you look to the page hosting the form to adjust messaging, placement, technical aspects, etc.

As you optimize, analyze, review, and repeat, you hope to see both total form completion/conversion rate, and individual field-stage conversion rate, improve. 

Users want easy, quick forms — so start by reviewing session recordings of dropped users, focusing on the fields they spent the most time on. 

Failed submits are also a helpful place to start, as it will identify users who would have completed and converted, but encountered an error. 

If you’re looking for channel-level optimizations, utilize Mouseflow’s filters to look at different regions, devices, UTM tags, and more. 

For a walkthrough of how to analyze forms with Mouseflow, head here. Or read our blog post to get an quick introduction to form analytics.

When testing two pages, for instance, Mouseflow can track both forms separately. So whether you’re testing different form fields and language, or keeping forms identical but changing landing page elements, you’ll get crystal clear data on how your form performance compares.

Common tools like Google Analytics or Adobe Analytics provide you with a nearly never-ending store of data to mine. Mouseflow — while still collecting thousands of session recordings — uses data visualization and machine learning to identify high-friction, problematic user experiences in a more approachable view. 

This helps you prioritize the most impactful optimization strategies to spend your time more wisely — and deliver better ROI across the board. 

Often, Mouseflow is used alongside other analytics tools to add context and detail to optimization hypotheses; zero in on real UX issues by reviewing session recordings; understand content interaction with heatmaps, collect user feedback at key touchpoints; and get granular when it comes to form analytics. 

To make setup a breeze, Mouseflow integrates with…

…. And more — check out all of our integrations.

While alternative tools have dropped support for form analytics, Mouseflow continues to push the envelope to deliver the kind of conversion and checkout optimization online businesses need to thrive. 

Mouseflow’s recent accolades include:

G2 (Spring 2024): Leader, Momentum Leader, Fastest Implementation, Most Implementable, Best Usability, Best Results, and Best Relationship.

Capterra Shortlist for Web Analytics Software 2024

GetApp 2024: Category Leader in Web Analytics, Heatmaps, and Website Optimization Tools

We’ll let you decide — check out real user reviews on  GetApp, G2, and Capterra and look at similar tools side-by-side with our handy comparisons to tools like Hotjar, CrazyEgg, FullStory, Contentsquare, VWO, lucky Orange, and more. Read more about our recognition as the best web analytics software.