Understanding the user journey
To understand user behavior on Lead Gen Form pages, Tatvic implemented customized event tracking and custom variables/dimensions through Google Tag Manager (GTM).
Tatvic started working on tracking different steps (i.e. form fields) using virtual pageviews in Google Analytics. Using virtual pageviews, funnels were built in Google Analytics to understand the user’s journey through form fields & user abandonment rate.
Tatvic also collected metadata of form’s placement, form positioning and No. of fields in a given form and defined KPIs such as form start rate, form completion rate, form abandonment rate to analyze the performance of the forms.
Analysis provided several potential ideas for A/B tests and usability changes. From an initial observation and analysis of the funnel data, it was discovered that several form fields were causing extraordinary drop off. This led us to carry out A/B Tests on those form fields as well as form orientation in order to boost the form conversion rates.