Form drop-off
Find the field that's killing your conversion. It's almost never the whole form.
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The most popular conversion-rate advice on the internet is “shorten your form.” Most of the time, it’s wrong. The form usually isn’t the problem. One specific field is.
Open Form Analytics. Every form on your site is already there with a completion rate next to it. Anything below 30% is hostile, 30-70% is worth a look, above 70% is fine.
Click into a low-completion form. The field-level view tells you which input the user touched last before they walked away. That input is your suspect.
To see why it’s hostile, open Sessions, filter to the page hosting the form, and watch a few abandons. Common offenders:
- A phone number field nobody wants to hand over for a free trial
- A field whose label is ambiguous and people can’t figure out what to put in it
- A required field that feels invasive given what they’re getting in return
If you change anything about the form’s markup, give it a data-ss-form="Signup" attribute first. Without that anchor, renaming inputs or restructuring HTML makes Form Analytics see a brand-new form with no history, and your before/after comparison disappears.
Cutting good fields hides the bad one. Find the bad one first, fix only that.