Forms are often the most conversion-critical elements on any website. With Mouseflow's form analytics, you'll have the necessary data to measure the performance of all your web forms.

Not only is this a great way to improve customer experience but, with the right tweaks, it can also vastly improve your conversion rate.

Here's how a form report looks:

Form report

Analyzing the form

Once you set up a form to track, you'll have easy access to a number of statistics and analytical data for the entire form and each respective field.

Let's take a deeper look:

#1 - The Form Header

Form Header

The first thing you'll see is the two most important metrics for the form: Visits and Conversion Rate.

  • Visits tell you how many visits we've tracked to the page where your form is available.
  • Conversion Rate indicates the percentage of visitors who successfully converted.

In the first line of the form report, you will also see data and toggles for the entire form:

Form Report, first line

  • Page: The page where the form is found. In the example above, the form is found on the page '/contact'.

  • Timeline/details: The timeline/details-toggle allows you to change between the timeline and detailed data for the entire form report.

  • Total Interaction Number: This number represents the total amount of visitors who interacted with the form.

  • Drop-off: This number represents the total amount of visitors who left the page without interacting with the form.

#2 - The Fields

Each individual field will have an individual line in the report with the metrics and data pertaining to that field:

Form Field report

  • Name: This is simply an alias for each field -- you can change this to anything you want.

  • The Timeline visualizes the time spent on each individual field. This makes it easy for you to see if a particular field causes a delay when filling out the form.

  • In the Interaction Bar you'll see how many visitors interacted with this field.

  • The Drop-off indicates how many visitors dropped off at this step in the form. By clicking the 'Play'-icon, you have the option of watching recordings of these visitors.

As mentioned earlier, the timeline/details-toggle in the header allows you to change between the timeline and detailed data for the fields. This will reveal three metrics: Average Duration, Refills and Blank Submits:

Form Field Report, detauls

  • Average Duration: The average time spent in this field.

  • Refills: The percentage of visitors who changed the input in this field, after an unsuccessful submit attempt.

  • Blank Submits: The percentage of visitors who submitted the form without filling this field.

#3 - The Conversions

The final step of the form report is also the most important. Here you'll find the visitors who converted or who failed trying to submit:

Form Submit report

In the final lines of the form report, you'll see two critical metrics: Conversions and Failed Submits.

  • Conversion: These are the visitors who successfully completed and submitted your form. By clicking the 'Watch Converted'-button, you can see recordings of all these visitors.

  • Failed Submits: These are the visitors who failed to successfully submit your form.

Exporting Form Data

You can download form data as a CSV-file from the results page.

Filtering the Form

Every feature includes access to Mouseflow's sophisticated filtering tool. For example, if you're evaluating a form's success on the checkout page, it would be wise to filter your form for differing conversion rates -- based on device, operating system, browser, and more. 

If your conversion rate suddenly dips on a specific device or browser, investigate some of the recordings showing the drop-offs. You would be surprised how quickly you can find previously unknown bugs.

Additionally, you can filter your forms for the "click-error" (Javascript errors resulting from clicks) and click-rage (excessive clicking) tags to quickly skip to recordings that are highly likely to include errors and bugs.


Have any questions about what you just read? No worries -- reach out to us at We’d love to help you.