How to Cut Form Abandonments by 50%

tn ServiceSeeking.co.au homepage How to Cut Form Abandonments by 50%

"With the data provided by ClickTale, we were able to cut abandonments by 50%!" - Ollie Pennington, Director, ServiceSeeking.com.au

By: Ollie Pennington, Director, ServiceSeeking.com.au

ServiceSeeking.com.au helps Australians get projects done by having businesses compete head to head for their work. The most important page on our site is the “Post Your Project” page where customers request new quotes. While projects were being submitted, our conversion rate was too low and we had to know what was going on inside the page.

We first heard about ClickTale from the Boagworld web design podcast and thought that watching movies of our visitors would be the best way to figure out usability issues on our site. Using their In-Page Analytics, we could finally figure out why our page was not converting as well as we had hoped.

Our “Post Your Project” form asks customers to give us 16 pieces of information. Using ClickTale’s Form Analytics Conversion and Drop Reports, we were able to see how many people were engaging with this form, how long it was taking to complete and which fields were causing customers to abandon the process.

From the Form Analytics reports we learned that:

  • 44% of visitors left without engaging the form.
  • 59% of visitors who did engage with the form abandoned it in the middle without submitting the form.
  • 20% of visitors abandoned the form when we asked them to provide an approximate budget for their project.
  • 10% of visitors abandoned the form when we asked them about their project location.

It became clear to us that asking for 2 pieces of relatively simple information (budget and location) was causing the bulk of the abandonments.
Using the great insights from our ClickTale data together with Luke Wroblewski’s book on web form design (discount offer below) we dramatically improved our conversion rate by taking the following steps:

1.    First, we re-structured the form using 3 clear sub-headers.
This helps new visitors quickly work out what information is required and reduced the fraction that left without engaging with the form.

tn ServiceSeeking subheader 1 How to Cut Form Abandonments by 50%

tn ServiceSeeking subheader 2 How to Cut Form Abandonments by 50%

tn ServiceSeeking subheader 3 How to Cut Form Abandonments by 50%

2.    We replaced the drop-down menus with radio buttons which have the most popular selections set as default.

Before   Advanced How to Cut Form Abandonments by 50%

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ServiceSeeking advanced after How to Cut Form Abandonments by 50%

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3.    We looked into our data and discovered that most people chose an “Undisclosed” budget, which was the very last option in our old drop-down menu. So we added that as a radio button selection.

Before   Budget How to Cut Form Abandonments by 50%

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ServiceSeeking budget after How to Cut Form Abandonments by 50%

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4.    Finally, we condensed separate fields asking for suburb and state into a single text field with auto-suggestions.

Before   Location How to Cut Form Abandonments by 50%

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ServiceSeeking location after How to Cut Form Abandonments by 50%

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The results so far have been amazing! In the first few weeks, we have reduced form abandonment rate from 59% to 31% – this is a tremendous improvement that will reduce our cost of new customer acquisition dramatically.

Thanks ClickTale.
-    Ollie Pennington, Director, ServiceSeeking.com.au

Editors note:
Use the code word CLICKTALE to get a 20% discount on Web Form Design by Luke Wroblewski and any other product in the at the Rosenfeld Media web site.

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