How to Track and Reduce Form Abandonment in WordPress

Understanding Form Abandonment

Form abandonment refers to the phenomenon where users start filling out a form on your website but don’t complete and submit it. This is a significant problem for businesses as it directly impacts lead generation, sales, and conversions. Understanding the reasons behind form abandonment is crucial for implementing effective tracking and reduction strategies.

Common Causes of Form Abandonment

Several factors can contribute to users abandoning forms. Identifying these pain points is the first step towards addressing them.

• Too many form fields: Lengthy forms can be overwhelming and discouraging.
• Complex or confusing questions: Ambiguous or technically worded questions can lead to frustration.
• Privacy concerns: Users may be hesitant to share sensitive information.
• Lack of trust: An untrustworthy website design can raise red flags.
• Technical issues: Form errors, slow loading times, or mobile unresponsiveness can disrupt the process.
• Unexpected costs or hidden fees: Discovering hidden charges late in the form filling process can cause abandonment.
• Distractions: Users may be interrupted and forget to return to the form.
• Poor user experience (UX): A clunky or unintuitive form design can deter users.
• Required account creation: Forcing users to create an account before submitting a simple form can be a major turn-off.

Why Tracking Form Abandonment is Essential

Tracking form abandonment provides valuable insights into user behavior and identifies areas for improvement. Without tracking, you’re essentially flying blind, guessing at the reasons why users aren’t completing your forms.

• Identifies problem areas in the form: Tracking highlights which fields or sections are causing the most drop-offs.
• Provides data-driven insights: Tracking offers concrete data to support optimization efforts.
• Measures the effectiveness of changes: You can track changes over time to see if your optimization strategies are working.
• Helps improve conversion rates: By addressing the root causes of abandonment, you can significantly improve form completion rates.
• Allows for targeted follow-up: Some tracking methods allow you to follow up with users who abandoned their forms.

Tools and Methods for Tracking Form Abandonment in WordPress

Several tools and methods can be used to track form abandonment in WordPress. The best choice depends on your specific needs and technical expertise.

Google Analytics

Google Analytics is a powerful, free tool that can be configured to track form abandonment. This typically involves setting up event tracking to monitor user interactions with specific form fields.

• Event Tracking: Set up events to track when users interact with specific form fields (e.g., field entered, field exited, field error).
• Goal Funnels: Create goal funnels to visualize the user journey through the form and identify drop-off points.
• Tag Manager: Use Google Tag Manager to simplify the process of implementing event tracking.

WordPress Form Plugins with Built-in Tracking

Many popular WordPress form plugins offer built-in form abandonment tracking features. These plugins often provide a user-friendly interface for monitoring form performance.

• Gravity Forms: Gravity Forms is a premium plugin with add-ons for tracking form abandonment and sending automated follow-up emails.
• WPForms: WPForms is a popular plugin that offers form abandonment tracking as part of its Pro plan.
• Formidable Forms: Formidable Forms provides form abandonment tracking features that allow you to save partial submissions and follow up with users.
• Ninja Forms: Ninja Forms offers extensions for form abandonment tracking, allowing you to capture data from incomplete submissions.

Custom Code

For advanced users, custom code can be used to track form abandonment. This involves writing JavaScript code to monitor user interactions with the form and send data to Google Analytics or another tracking platform.

• JavaScript Event Listeners: Use JavaScript event listeners to track when users enter or exit form fields.
• Ajax Requests: Use Ajax requests to send data to your server when a user abandons the form.
• Local Storage: Temporarily store form data in local storage and retrieve it if the user returns to the form.

Step-by-Step Guide to Setting Up Form Abandonment Tracking with Google Analytics

Here’s a step-by-step guide to setting up form abandonment tracking using Google Analytics and Google Tag Manager:

1. Install Google Tag Manager:

• Sign up for a Google Tag Manager account.
• Install the Google Tag Manager code snippet on your WordPress website. You can use a plugin like “Insert Headers and Footers” or “Google Tag Manager for WordPress.”

2. Create Tags in Google Tag Manager:

• Create tags to track form interactions (e.g., form started, field entered, field exited, form error).
• Use the “Google Analytics: Universal Analytics” tag type and set the “Track Type” to “Event.”
• Define the “Category,” “Action,” and “Label” for each event. For example:
  • Category: “Form Abandonment”
  • Action: “Field Entered”
  • Label: “Name Field”

3. Set up Triggers in Google Tag Manager:

• Create triggers to fire the tags when specific events occur.
• Use the “Custom Event” trigger type and define the “Event name” to match the event you’re tracking. For example, if you’re tracking when a user enters the “Name” field, you might use an event name like “nameFieldEntered.”
• You’ll need to implement JavaScript code to push these events to the dataLayer when the user interacts with the form.

4. Implement JavaScript Code on Your Form:

• Add JavaScript code to your form to push events to the dataLayer when users interact with form fields.
• Here’s an example of how to track when a user enters a field:

  “`javascript
  document.getElementById(“name”).addEventListener(“focus”, function() {
  dataLayer.push({
  ‘event’: ‘nameFieldEntered’
  });
  });
  “`

• Replace `”name”` with the actual ID of your form field.

5. Create a Goal Funnel in Google Analytics:

• In Google Analytics, go to “Admin” and select “Goals.”
• Create a new goal and choose “Custom” as the goal type.
• Select “Destination” and define the URL of your form submission success page.
• Enable “Funnel” and define the steps in your funnel based on the events you’re tracking. For example:
  • Step 1: Form Started (Category: “Form Abandonment”, Action: “Form Started”)
  • Step 2: Name Field Entered (Category: “Form Abandonment”, Action: “Field Entered”, Label: “Name Field”)
  • Step 3: Email Field Entered (Category: “Form Abandonment”, Action: “Field Entered”, Label: “Email Field”)

Strategies for Reducing Form Abandonment

Once you’re tracking form abandonment, you can start implementing strategies to reduce it. Here are some proven techniques:

• Simplify the Form:
  • Reduce the number of fields: Only ask for essential information.
  • Break long forms into multiple steps: Use progress indicators to show users how far they’ve progressed.
  • Use conditional logic: Only show relevant fields based on user responses.
• Improve Form Design and UX:
  • Use clear and concise labels: Make sure users understand what information you’re asking for.
  • Provide helpful tooltips and instructions: Offer guidance for complex fields.
  • Use appropriate input types: Use email fields for email addresses, number fields for numbers, etc.
  • Ensure the form is mobile-friendly: Optimize the form for different screen sizes.
  • Use a visually appealing design: A well-designed form can improve user engagement.
• Build Trust and Address Privacy Concerns:
  • Display security badges and trust seals: Reassure users that their information is safe.
  • Provide a clear privacy policy: Explain how you’ll use their data.
  • Offer an SSL certificate: Ensure that data is transmitted securely.
• Optimize Form Performance:
  • Reduce page loading time: Optimize images and use caching to improve performance.
  • Fix form errors: Thoroughly test the form to identify and fix any bugs.
  • Ensure compatibility across different browsers and devices: Test the form on different platforms to ensure it works correctly.
• Provide Value and Incentives:
  • Explain the benefits of filling out the form: Highlight the value users will receive.
  • Offer incentives for completing the form: Consider offering discounts, freebies, or exclusive content.
• Implement Auto-Save and Form Recovery:
  • Automatically save form data as the user types: This prevents data loss if the user accidentally closes the page or experiences a technical issue.
  • Allow users to resume filling out the form later: Send users an email with a link to their saved progress.
• A/B Test Different Form Variations:
  • Test different form designs, field orders, and wording to see what works best.
  • Use A/B testing tools like Google Optimize or Optimizely.
• Address Technical Issues Promptly:
  • Monitor your website for form errors and technical issues.
  • Fix any problems as quickly as possible.
• Reduce Distractions:
  • Minimize distractions on the page where the form is located.
  • Remove unnecessary links and content.
• Offer Guest Checkout Options:
  • If the form requires an account creation, offer a guest checkout option.
  • Allow users to complete the transaction without creating an account.

Following Up with Abandoned Form Users

In some cases, you can follow up with users who have abandoned their forms. This can be a highly effective way to recover lost leads and sales.

• Identify Abandoned Forms: Use form abandonment tracking to identify users who have started but not completed the form.
• Capture Contact Information: Ensure that you capture the user’s email address or phone number early in the form.
• Send Automated Follow-Up Emails: Send automated emails to users who have abandoned their forms.
• Personalize the Emails: Personalize the emails based on the information the user has already provided.
• Offer Assistance: Offer assistance and answer any questions the user may have.
• Provide a Link to the Saved Form: Include a link to the saved form so the user can easily resume where they left off.
• Use a Friendly and Non-Intrusive Tone: Avoid using a pushy or salesy tone.

Conclusion

Tracking and reducing form abandonment is an ongoing process. By understanding the reasons behind abandonment, implementing effective tracking methods, and continuously optimizing your forms, you can significantly improve your conversion rates and achieve your business goals. Remember to regularly analyze your data, test different strategies, and adapt your approach based on what you learn.