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Use micro funnels in CRO

Use case

Pinpoint problems with your forms to decrease site abandonment.

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1. Use shorter forms or fields in your lead funnel with clear instructions, to avoid confusing site visitors.

One of the main reasons why users might click away at some point in the funnel is the use of longer online forms. Alternatively, users may exit if they get an error on the page, and they just can’t seem to fill in a field correctly.

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2. Set up Goal Funnel steps in Google Analytics and enable the Goal Flow and Goal Funnel Visualization reports, to identify at which point in the form-filling process visitors click away.

Select the problematic Goal step and see non-sequential pages like the funnel exit pageview. For example, this might be a view of the Terms and Conditions pop-up page, a click on a postage link, an abandonment to an internal site search, or a contact page.

With free Google Analytics, only pageviews or virtual pageviews can be used for Goal Funnels. Use Google Analytics 360 to use events in funnels.

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3. Add the problematic form step as a new Goal URL in Google Analytics's Reverse Goal report, to work backward and see the last three pages or form-field steps that led to the problematic field you've identified.

This will tell you the combination of field interactions that resulted in the person leaving the page. By addressing these problems, you can improve your conversion rate.

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4. Create a Google Ads remarketing list based on your conversion leakage point to recapture visitors on the Google Display Network.

For example, run an ad with a copy like, “Get a 10% discount today only—just complete your missing zip code!”

Adjust the type of fields with a high abandonment and for which retargeting works based on your industry and the input forms you use.

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5. Use the Click Listener Trigger to collect user data from a page with Google Tag Manager (GTM).

  1. Use a GTM template file, basic or advanced, to automate this step.
  2. Preview Tag on: UA pageview – FormField for Micro-Funnel.
  3. Edit the URL for your form.
  4. Enter your GA account ID in the template variable UPDATE THIS.
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6. Use workarounds to get your micro funnels going if your form doesn't have any Click IDs.

  1. Use the Click Attribute Title or Click Attribute Name.
  2. Use the Click Attribute HTML5 data-value, if available.
  3. Use the Parent ClickID, rather than the default Child ClickID. For example:
    <div id=”firstName-parent-div”>
      <input id=”firstName” name=”FirstName” title=”FirstName” data-value=”FirstName”>
    <div>
  4. Add a three-digit number instead of sending the field as title. For example, 001_title to enable numerical sorting within the page report.
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7. Use Pageviews/Unique Pageviews to get the refresh rate of an individual field, and identify fields that the user finds confusing or fields that have form validation errors.

For example, there may be a high field refresh rate on the select your address field after a postcode search, highlighting a possible UX issue.

Another example, optional fields such as NI tax number and home phone number, may have a relatively high average time-on-field duration as users spend time looking for the info they need to input in such fields.

Or, a high exit rate on the nationality field may suggest people are confused because it’s sorted alphabetically rather than by most common countries first or a default country isn’t pre-populated.

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8.  Combine micro funnels with multi-step forms so that field interactions and new pages, are in one continuous Goal Funnel.

Google Analytics supports a maximum of 20 steps in a funnel. So, 10 fields can be captured on the first step and another 10 fields on the second step.

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9. Implement changes on the fields visitors abandon/constantly refresh, such as improving the default field text or updating the helper text that explains what's required.

In addition, update the form validation message to make the problem more obvious, as sometimes validation messages aren’t easy to understand. Use real-time validation rather than on-submit validation.

Change the field from a text box to a selection box. For example, if you are in the financial services niche, don’t ask the user to enter a loan amount but rather set loan range options to choose from.

Fix issues with form validation false positives, such as white space or “+” not allowed in the phone number field, or date in DDMMYY format when it should be MMDDYY format.

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Current Playbook:

Use micro funnels in CRO

Feb 13, 2021

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