Whether your forms work.
WHAT TO MEASURE
How many people see the form How many start it How many complete it
THE GAP
Between starting and completing is where the problem is.
WHAT CAUSES ABANDONMENT
Too many fields A field people do not want to give An error they cannot resolve
CAPTCHA
Slowness
HOW TO MEASURE COMPLETION
A separate thank you page, recorded in analytics.
That gives you a countable conversion.
WHAT TO TEST
Removing a field and comparing Changing the button wording Moving the form higher on the page
WHAT A LOW COMPLETION RATE TELLS YOU
Usually too many fields, or one field people resist.
The phone number field is a common culprit, and for Nigerian businesses it is also frequently the most useful.
Test both ways.
WHAT TO CHECK REGARDLESS OF NUMBERS
That the form still works.
