How to Use Data to Identify Problems on Form Fields

Web forms or checkouts are at the sharp end of most acquisition funnels. They are the last hurdle for a prospect to get past before they end up as a paying customer or a new lead.

And yet forms are too often treated as a “black box”; marketers know from their general analytics software (think Google Analytics) the volume of traffic going into their web page and how many made it through to the end.

What they often don’t understand, however, is when, where and why prospects are dropping out of their web forms. By failing to track this, …

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