Forms

Forms are a crucial part of any website. A visitor's intention to convert is rarely higher than it is when they were at the start of a form. Forms are the sharp end of the conversion funnel and it's essential that they provide a smooth and seamless route to completing a transaction.
Note: To explore the performance of all forms on a property, see Discover Forms.

Forms overview

In theory, a visitor who reaches the start of a form should convert every single time. But, of course, this doesn't always happen and your conversion rate will never be one hundred percent. Often, visitors encountering friction on a form are driven to abandon the process all together.

DXA's form analytics measure and report on visitor interaction with website forms and show you how visitors progress through the forms on your website on a field by field basis. This can reveal the information your visitors are resistant to providing, the impact of form error messages on outcomes, and the friction that obstruct their path to conversion ultimately leading to abandonment. This information allows you to take immediate action to make your forms better.

Analyze Forms

To view Analyze Forms, on the navigation bar, go to Analyze > Forms > Analyze.Analyze Forms

A list of forms on your properties appears in a table with the following columns:
ColumnDetails
NameForm name
EngagedNumber of visitors who interacted with the form in the selected date range.
Note: To change the selected date range, on the top-left of the screen, click the date range dropdown menu. By default, this is set to Last 7 full days (excluding today).
FXS

Form Experience Score

Average Experience Score for visitors interacting with the form.

The FXS weighs up technical aspects of the form experience, such as responsiveness, quality, and clarity of form validation errors, as well as how visitors interacted with it.

Note: For more information about Pillar Scores, see Practitioner Pillars.
Engagement rate

Percentage of visitors who interacted with the form.

This is a percentage of the total number of visitors who were the page with the form and had the form in view.

Time spentAverage time spent on the form by all visitors.
Completed

Percentage of visitors who completed the form.

This is a percentage of the total number of visitors who interacted with the form.

Error

Percentage of users who received a form error.
ActionsThe following actions are available:

Editing a form title and field titles

  1. In Analyze Forms, in the Actions column, click Edit button Edit for the form you want to edit.

    The following screen appears:Editing a form

  2. To change the form title, enter a Custom title.
  3. To change the name of a field, on the Elements table, edit the Custom title for each field name you want to change.
  4. Click Save.

The new titles are saved.

Grouping Forms

Grouping forms allows you to see the data of multiple forms combined. For example if you have similar forms on different pages, you can combine these into a group to view the data for this type of form overall.

You can see your form groups by clicking the Groups tab in Analyze Forms.

To add forms to groups, simply click the check box to the left of the forms you want to add to a group. A purple bar will appear above the list of forms asking whether you want to add this to an existing group or if you want to create a new group.Purple bar appearing when adding a form to a group

If you have created groups previously, you can find the relevant group from the dropdown menu and click Add, or you can create a new group by typing the name of the new group in the relevant box and clicking New group.
Note: Adding a form to a new group doesn't mean you can no longer look at it individually, you can still do this by viewing the form under All forms.

Comparing date ranges and segments in a form

To compare two date ranges in a form:

  1. In Analyze Forms, click the date range dropdown menu. By default, this is set to Last 7 full days (excluding today).

  2. Enter the primary date range:

    • To select a predefined date range, such as Last 7 days or This month, click the Date range dropdown menu.

    • To enter your own date range, enter a From date and a To date.

  3. Click Apply changes.

    The date range is applied to all forms.

  4. Click Compare.

    Compare dropdown menu

  5. Enter the comparison date range:

    • To select a predefined date range, click the Date range dropdown menu.
      Note: Select Previous period to compare data in the primary date range with the data from the same date range a period earlier. For example, if the primary date range is Last 7 full days and you select Previous period, the comparison date range will be the last 7 full days from seven days ago.

    • To enter your own date range, enter a From date and a To date.

  6. Click Apply compare.

The primary and comparison dates are applied to all forms.

To compare two segments in a form:

  1. In Analyze Forms, click Segment.Segment dropdown menu

  2. In the Segment dropdown menu, select the primary segment.

  3. Click Apply changes.

    The segment is applied to all funnels.

  4. Click Compare.

  5. In the Segment dropdown menu, select the comparison segment.

  6. Click Apply compare.

The primary and comparison segments are applied to all forms. Click View details button View details in the Actions column to view Form Details with the primary and comparison data applied to each metric.Form Details with comparison metrics