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• Evolution #3822 (Nouveau) : ventiler les CSS concernant les formulaires de spip.css -> form.css

  24 août 2016, par Peet du

  Les paragraphes et lignes concernées dans cette proposition

  /* Formulaires */
  - https://core.spip.net/projects/squelettes-dist/repository/entry/css/spip.css#L101

  /* Previsu */
  - https://core.spip.net/projects/squelettes-dist/repository/entry/css/spip.css#L116

  /* Reponses */
  - https://core.spip.net/projects/squelettes-dist/repository/entry/css/spip.css#L120

  et quelques petits plus (voir les patchs ci-joints)

• 9 Form Optimisation Tips to Convert More Visitors

  15 février 2024, par Erin

  Forms might seem boring — that is, until you realise how powerful they are.

  No forms mean no leads.

  No leads mean no sales.

  No sales means you’ll run out of business.

  So, what do you do ?

  Optimise forms to land more leads.

  They’re a critical part of the sales funnel.

  Forms have many different purposes and can be used to :

  • Contact a company
  • Sign up for a newsletter
  • Request a demo
  • Start a free trial
  • And more

  If you want to get more leads (and ultimately more sales), then you need to optimise your forms.

  This guide will show you exactly how to do that (so you can start getting more conversions today). 

  What is form optimisation ?

  Before we dive into form optimisation, let’s back up a bit.

  Form conversion is our primary focus.

  Your form conversion rate is the percentage of visitors who submit a form divided by the total number of visitors who started the form times one hundred.

  For example, if 5,000 people started filling out your form this month and 350 submitted the form, the conversion rate would be : 

  350 / 5,000 x 100 = 7%

  So, what’s form optimisation ?

  

  It’s simply improving your forms to increase conversion rates.

  For most people, form conversion is all about increasing leads.

  Before you begin optimising your forms, it’s important you understand what’s good (and what’s not good) when it comes to form conversions.

  The average form conversion rate across all industries is 2.9%.

  This means you should expect about 3 out of every 100 visitors who start your form to submit it.

  If your form conversion is lower — or hovering around this number — then it’s important to start optimising now.

  With Matomo, you can track your form conversions with Matomo Form Analytics. Gain powerful insights into how your visitors interact with your forms with our intuitive dashboard.

  Why it’s important to optimise your forms

  Most people hear the word “forms” and think it’s boring.

  But forms are the doorway to leads.

  If you want to generate more sales, then you need to generate great forms.

  Here are five reasons you need to optimise your forms today :

  

  1. Improve conversions

  Form optimisation is really just conversion optimisation.

  But, instead of optimising and improving your site to directly improve sales conversions, you’re increasing lead conversions.

  Every smart website owner uses forms to draw people in further.

  The reality is that most of your website visitors will never return to your site.

  This means you need to do everything you can to grab their contact information so you can continue marketing to them day in and day out.

  Otherwise, you’ll lose them forever.

  When you know how to optimise your forms, you’ll be able to get a higher percentage of form viewers to fill it out.

  Higher conversions mean you get more leads, more customers, and ultimately more revenue.

  2. Capture more leads

  When you can increase your form conversion rate from 1% to 2%, it may seem insignificant.

  What’s a measly percentage point in conversions ?

  It’s a lot.

  When you’re dealing with traffic in the tens or hundreds of thousands each month, an increase in conversion rate by a whole percentile is massive.

  Let’s say you take your conversion rate from 2% to 3% on your form, and you have 70,000 visitors view the form each month.

  Well, if 1,400 people used to sign up to your email list each month at a 2% conversion rate, then at a 3% conversion rate, you’d get 2,100 new email signups every month.

  That’s a major difference.

  When you can improve your signup forms, you improve your lead generation (which is conversion rate optimisation). And the more leads you have, the more sales you’ll make in the long run.

  3. Get the most out of your traffic

  If your forms don’t perform well, then you’re wasting your time (and your traffic).

  By analysing your form data, you can quickly see what’s working and what’s not so you can optimise and improve the user experience (and your forms).

  For most people, this means getting more form viewers to fill out the form with their email and name.

  If 50,000 people visit your site each month, but only 1% of them fill out your form, you’re only getting 500 email signups per month.

  Rather than paying money to generate more traffic, why not just work on improving your website by implementing a better form ?

  If you can increase your form conversion rate to 2%, you will immediately go from 500 new subscribers per month to 1,000 per month.

  4. Spend less on acquisition

  If you’re able to get more form signups without having to generate more traffic, you just solved a pricey problem : acquisition costs.

  If you can now get 1,000 of your 50,000 visitors to sign up to your email list through a better form, then you doubled your signups.

  But that’s not all. You just cut your acquisition costs in half.

  If you spend $2,000 per month on acquisition but you’re able to get twice as many leads, then your acquisition costs are at 50% of what they used to be.

  This means you can pay the same amount but get twice as many leads.

  Or, you can pour even more money into acquisition since it’s now twice as effective so you can fuel growth even more.

  5. Grow revenue

  Forms generate revenue. It may not be direct (although, in some cases, it is). 

  But, forms will lead to sales.

  By placing optimised forms throughout your website at the right places, you will be able to capture a percentage of your visitors as leads, which means you’ll eventually make more sales.

  13 tips to optimise your forms for more conversions

  Now that you know what forms can do and why they’re important to grow your business, it’s time to dive into the best practices.

  Follow these 13 tips to ensure you’re getting the most out of your forms :

  

  1. Set form goals

  Your forms are hopeless without a goal.

  Before you set up a form on your website, ask yourself, “What am I trying to accomplish with this form ?”

  It could be :

  • Encouraging customers to reach out through a contact form
  • To get visitors to leave feedback on your product/service
  • Convert visitors into leads by giving you their email

  No matter what your goal is, make sure you’re clear on it ; otherwise, you won’t be as targeted and specific with your forms.

  Matomo Goals helps you set specific objectives for your marketing campaigns so you’re able to easily track conversions. Whether you’re looking to capture feedback or generate leads, you can leverage Matomo to see what’s working and what’s not in seconds.

  2. Remove or improve fields with high average time spent and high drop-off rates

  Delving into your Form Analytics provides invaluable insights into individual field performance. A crucial metric to focus on is the Average Time Spent. 

  If a field stands out with a significantly higher average time spent and experiences a high drop-off rate compared to others in the form, it’s a clear indicator that it’s causing frustration or confusion for your visitors.

  To address this, consider improving the field by converting it into a dropdown menu for easier completion or providing helpful text prompts. Alternatively, if the field isn’t essential, you might opt to remove it altogether.

  When you cut down on time spent and drop-offs, you’ll see your conversion rates go up.

  

  Here’s a standout example from Matomo’s Form Analytics feature : the “Overview of your needs” field is taking on average 1 minute and 37 seconds to complete. 

  To streamline this, we might want to consider a simple fix like converting it into a dropdown menu. This change would offer visitors a clearer and quicker way to select from options.

  

  Likewise, we observe that the “Overview of your needs” field experiences the highest drop-off rate, totaling 1,732 drop-offs. 

  With Form Analytics, it becomes clear what is needed to optimise forms and increase conversions.

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  Get the web insights you need, without compromising data accuracy.

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  3. Start with the CTA

  When crafting and optimising your forms, you need to start with the end in mind. That’s why you need to start with your business goals.

  What are you trying to do with this form ? If you want to capture more emails, then make sure that’s very clear with the call to action (CTA).

  Start building your form by beginning with the CTA.

  For example : “Sign Up Now.”

  Once you have the action you want your potential customers to take, place it on the form. Then, you can work towards crafting the rest of the form.

  4. Put it above the fold

  If your visitors can’t find your form, they won’t fill it out. It’s plain and simple.

  You need to make sure your form is visible above the fold. This is the part of the screen that’s visible to your visitors once they land on your site (without needing to scroll down).

  Always remember to test this out on both desktop and mobile to ensure anyone (using laptops or a mobile device) will see your form upon landing on your site or page.

  Don’t forget about your mobile users. More people view mobile forms than desktop forms. 

  5. Put a CTA in the headline

  Your form needs to be clear.

  You have 1-3 seconds to communicate with your site visitors what your form is all about.

  For example, if you’re trying to get email signups with a lead magnet, then tell them the benefit quickly and concisely with a CTA in the headline, like this one :

  “Subscribe to Save 10% On Your Next Order”

  This is a great example of a headline-CTA combo that tells the visitor what to do and what they get out of it.

  Matomo’s behaviour analytics features like Session Recordings let you see where visitors are clicking and spending time. For example, if people are reading the headline, but not scrolling down to read the form, it’s probably a sign you need to test a different headline.

  6. Ensure you have the right fields

  Your form fields matter.

  What information are you trying to capture from your audience ?

  One beginner mistake people make is requiring too much information and including many fields in a form.

  You want to get as much data on your audience as possible, right ? Wrong.

  If you ask for too much information, people won’t fill it out, and it will harm the user experience. You need to make it super easy.

  If you want more emails to grow your list, then stick with someone’s email (and possibly their name as well). One line for a name. One line for an email address. Keep it simple.

  If you’re after SMS as well, don’t include it on the form. Instead, create a two-step form that pops up an SMS form after someone fills out the email form.

  Multi-step forms enable you to capture those emails easily (and still get a percentage to fill out the second form) without making it seem like too much work for your audience.

  Another path is to include optional fields (that users don’t have to fill out to click submit).

  Just keep in mind that shorter forms perform better than longer ones.

  If you make them too long, it feels like work for the user and will lead to lower completion rates.

  7. Always capture email address

  If you’re unsure of what information to capture (i.e. name, number, email, occupation, age, etc.), always stick to email.

  Email is used by over 4 billion people every single day, and it’s not going away anytime soon.

  When determining which fields to include, start with email.

  

  8. Test different buttons and copy

  You need to track your form performance if you want to get the best conversions.

  One of the best form elements to start testing is your button copy.

  In most cases, form completion buttons will have the word “submit” on them.

  But you don’t have to stick with this word.

  You can (and should) experiment with different submit button copy.

  Here are a few examples of replacement words for your action button :

  • Complete
  • Sign Up
  • Join now
  • Get started

  Remember to experiment with your action button. Try a different copy. Just keep it short.

  You can also try A/B testing your form by experimenting with different colours, copy, and more.

  

  In the example above from Matomo’s A/B testing feature, we found that changing the wording of our call to action made a big difference. The new “Apply Now” button performed much better, with a 3.6% conversion rate compared to just 1.7% for the original one.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  9. Test static vs. popup

  There are various types of online forms.

  The most common is the static form that just sits in one place and is always there.

  Another popular form type is the popup.

  This is where a form will appear based on a certain trigger like :

  • A certain amount of time on page
  • A certain distance scrolling down the page
  • If someone is a new or returning visitor

  Depending on the form software you use, you may be able to add conditional logic.

  Start tracking your form conversions

  Form optimisation is all about conversion rate optimisation.

  If you want to increase your conversions and generate more revenue, then you need to test out different forms and know how to optimise them.

  With Matomo, you can easily track, manage, and A/B test your forms so you can improve your conversions. 

  Try Matomo free for 21 days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
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• How to Increase Conversions With Form Analysis

  30 janvier 2024, par Erin

  Forms are one of the most important elements of your website. They are also one of the most difficult elements to analyse and improve. 

  Unlike a webpage, forms aren’t all that easy to analyse with standard web analytics tools. You need to learn how to conduct form analysis if you want to improve your forms’ conversion rates and increase revenue. 

  In this article, we’ll explain what form analysis is and why conducting a thorough form analysis is so important. 

  What is form analysis ?

  Form analysis is a process that measures the effectiveness of your forms. Form analysis uses several tools and techniques like a form analytics platform, heatmaps, and session recordings to collect user data and understand how visitors behave when filling in forms. 

  The goal is to improve the design and effectiveness of your forms, reducing abandonment rate and encouraging more users to submit them. 

  There are plenty of reasons visitors could be having trouble with your forms, from confusing form fields to poor design and lengthy verification processes. Form analytics can help you pinpoint why your form’s conversion rate is so low or why so many users abandon your form halfway through filling it in. 

  Why is form analysis important ?

  Website forms have some of the highest bounce rates and abandonments of any website element. By analysing your forms, you can achieve the following outcomes :

  

  Reduce form abandonment

  When it’s tough enough to get users to start filling in your form, the last thing you want them to do is abandon it halfway through. But that’s probably what your users are doing more than you’d like to think. 

  Why are they abandoning it ? Even if you’re humble enough to admit you didn’t create the greatest form the world’s ever seen, it can still be incredibly difficult to pin down why users give up on your form.

  That’s unless you conduct a form analysis. By analysing metrics and user behaviour, you can pinpoint and rectify the issues that cause users to abandon your form. 

  Improve the user experience

  Best practices will only take you so far. How users behave when filling in a form on your website may be completely different to how they behave on another site. That’s why you need to use form analysis to understand how users behave specifically on your website — and then use that information to optimise the design, layout, and content of the form to better suit them. 

  If one field is regularly left empty, for example, you can delete it. If users spend several minutes filling out a form with a high abandonment rate, you could shorten it. 

  The goal isn’t to make the best form ever but to make the best form for your audience. 

  Increase conversions

  Ultimately, form analysis helps you improve your form’s most important metric : conversions. Reducing your abandonment rate will naturally lead to more completions, but so will taking advantage of other optimisation opportunities that only become clear with form analysis. This can include optimisations like :

  • Moving the form higher up on the page
  • Shortening the form
  • Changing the heading and CTAs
  • Renaming field labels 

  A thorough form analysis process can ensure your forms generate as many conversions as possible. 

  Why do users abandon forms ?

  Are you already suffering from high form abandonment rates ? Don’t worry, you’re not alone. Marketers regularly make the same mistakes when creating forms that cause users to give up halfway through completion.

  Here are some of the most common reasons for form abandonment :

  • There are too many steps. If you’re telling users they’ve just completed step 2 of 12, you can bet they won’t bother finishing your form. 
  • They ask for too much information. No one wants to fill out a long form, and often, users won’t have the information on hand if you ask for too much. Just look at the rate left blank from the Unneeded Fields report in the screenshot below :

  

  • The form is confusing. Unclear form fields or directions can put users off. 
  • All the fields are free text and time-consuming. Filling out forms with long text fields takes too much time. To speed things up, use dropdown options in the fields, but keep the options to a minimum. This not only helps users finish the form faster but also makes it easier to analyse the data later because it keeps the data format consistent so you can organise the information more efficiently. 
  • Users don’t trust the form. This is a particular problem on checkout pages where users are entering sensitive information.

  How to conduct form analysis

  You need to collect user behaviour data to effectively analyse your forms. But a lot of traditional website analytics tools won’t have the required functionality. 

  Matomo is different. Our web analytics solution offers comprehensive web analytics as well as additional features like Heatmaps, Session Recordings, A/B Testing, and Form Analytics to provide all the functionality you need. 

  Now if you don’t use Matomo, you can try it free for 21 days (no credit card required) to see if it’s the right tool for you.

  Whether you use Matomo or not is up to you. But, once you have a suitable tool in place, just follow the steps below to conduct a form analysis. 

  Check your analytics

  Tracking and analysing specific form metrics should be the first place you start. We recommend collecting data on the following metrics :

  • Form starter rate : the percentage of visitors who actually start to fill in your form
  • Completion rate : the percentage of visitors who complete the form
  • Form abandonment rate : the percentage of users who gave up filling in your form
  • Time spent completing your form : the average length of time users spend on your form

  Let’s look at these metrics are in Matomo’s Form Analytics :

  

  The dashboard shows an overview of these metrics over a given period, allowing you to see at a glance whether there are issues you need to rectify. 

  Next, deep dive into the performance of each form to see things like :

  • Drop off fields
  • Unused fields
  • Entry field
  • Most corrected fields 

  You can even use Matomo’s visitor log to see who’s behind every submission.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Use a heatmap

  A heatmap is a colour-based graphical representation of data. A heatmap will show what users to do on your website, including : 

  • How far they scroll
  • Which buttons they click on
  • Where they focus their attention

  When used on a webpage with a form, you’ll be able to see how often users interact with your form based on the heatmap colour, with warmer colours representing greater engagement levels.

  Let’s look at a heatmap in Matomo :

  

  This heatmap is showing us how far down users have scrolled. It’s clear that only 63% of visitors are reaching the point above our call to action to see all features. We might want to consider moving that call to action up in order to get more engagement. 

  A heatmap is a great way to see whether your form’s placement gets the level of attention you want from visitors and to what extent visitors interact with your field.

  Record user sessions

  Session replays go even further than heatmaps, recording a real-life user interacting with your site. It’s like looking over a visitor’s shoulder while they use your site.

  

  With Matomo, you can record any sessions where the user takes a certain action (like starting to fill in a form), allowing you to build a rich library of qualitative data. 

  You can then replay a recorded session at your leisure to understand exactly how users interact with your forms.

  Segment users

  If you really want to understand how visitors use your forms, then it’s essential to segment your data. 

  You can segment all Form Analytics reports by over 100 pre-built segments in Matomo.

  

  One way to segment your data is by comparing the average time on form of those who completed the form with those who abandoned it. 

  If users abandon a form quickly, that could indicate your form is irrelevant to this audience or too long. If users spend a lot of time on the form, however, it’s probably safe to assume that it is relevant but there is something wrong with the form itself. 

  Looking at the Field Timings report will help you pinpoint which field visitors are spending the most time on and causing frustration. 

  

  The Field Timings example report in Matomo above, it’s evident that the “Overview of your needs” field takes up the most time (avg. time spent is 1 min 40s). To improve this, we might want to change it to a dropdown field. This way, users can quickly select options, and if necessary, provide additional details.

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  Get the web insights you need, without compromising data accuracy.

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  Another way is to segment data by traffic source and compare each source’s conversion rate. This will show whether one traffic source converts better than another or if one source isn’t interested in your form at all.

  How to optimise web forms

  Want to implement what you’ve learnt from your form analysis ? Follow these steps to optimise your existing web forms. 

  Define your form’s purpose

  The first step in optimising your existing web forms is to give a clear and definitive purpose to every single one. 

  When you have a defined goal, creating a form users will complete is much easier. After all, if you don’t know why people should fill in one of your forms, how would a visitor possibly know ?

  Take a look at one of our forms below :

  

  The purpose of this form is to get users to sign up for a free trial of our web analytics platform, and every element works towards that goal :

  • The headline directs the user to take action
  • The copy explains that it’s a free trial that doesn’t require credit card details
  • The green call-to-action button reinforces the action and benefit 
  • There is validation to support this under the form – “Trusted on over 1 million websites in over 190+ countries”

  Our clear instructions leave users no doubt about why they should fill in the form or what will happen. 

  Choose the right type of form

  You can use several forms on your website, each with different designs, form fields, and goals.

  For example :

  • Registration forms are fairly minimalist and designed to collect the least amount of data possible. 
  • Contact forms are concise so that it’s easy for potential customers to reach your team. 
  • Checkout forms balance a need to collect important data with a streamlined design that doesn’t put users off.
  • Lead generation forms are compelling and usually include qualifying questions so sales teams can score leads.

  Make sure you are using the right type of form to avoid abandonments and other issues. For example, requiring users to fill in a lengthy lead generation-style form when you want them to sign up for a free trial will probably kill your conversion rate. 

  Test form elements

  If your form analysis has shed light on one or two issues, you can use A/B or multivariate testing to trial new elements or designs and see how they compare.

  There’s no shortage of elements you can test, including the form’s :

  • Headline
  • Placement
  • Design
  • CTA button
  • Colour-scheme
  • Length
  • Form fields

  

  Matomo makes it easy to create and run A/B tests on your website’s forms. 

  Move your form above the fold

  One of the simplest ways to optimise your web form is to move it above the fold — that’s the section of the screen users see when they load your page. 

  Why ? Well, the more people who see your form, the more people will fill it in. And when it’s above the fold, users can’t help but see it.

  Conclusion

  Forms are one of the most important elements on your website, so why not treat them as such and regularly run a thorough form analysis ? By doing so, you’ll identify ways to optimise your form, improve the user experience, and improve conversions. 

  Matomo is the best platform for conducting form analysis. Our combination of web analytics, Form Analytics, Session Recordings, and Heatmaps means you have all the tools you need to learn exactly how visitors interact with your forms. 

  See just how powerful Matomo’s tools are by starting a free 21-day trial, no credit card required. 

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

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