Optimising forms with tracking data
Field tracking shows at which field visitors abandon a form. We turn the findings into changes to fields, order and error messages.
Form abandonment
Most sites only measure whether a form was submitted. Yet every abandoned contact form, enquiry flow or checkout has already cost marketing budget: the visit and the interest were there.
Field tracking
Via Tag Manager we capture per field:
Form start and field order
Time per field and repeated corrections
Error messages triggered
Last field before abandonment
We never capture input values, only that and how a field was used. GA4 or a dashboard shows abandonment rates per field, device and entry source.
Typical findings
The data usually points to a few clear causes. Common ones are a required field where many give up, validation that rejects valid input, or poor usability on mobile. Questions often come too early, such as budget. Missing labels or unclear error messages affect everyone, not just screen reader users.
From finding to improvement
We prioritise changes by effort and impact and A/B test the larger ones. Typical measures are fewer required fields, clear error messages, multi-step forms with a progress indicator and inline validation.
Data protection
Field tracking runs only with consent and never transmits input values. For sensitive data in healthcare or finance, we agree the scope with your data protection team.