Table of Contents
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| Metric | Meaning | Red flag |
|---|---|---|
| Interactions | Visitors who focused the field | Much lower than the field before |
| Avg time | Time spent in the field | Long time on a simple field = confusion |
| Refills | Field emptied and filled again | Unclear format (dates, phone) |
| Errors | Validation errors | Show the rule before, not after |
| Left blank | Share of visitors who skipped it | Optional? Remove it |
| Abandonments | Visitors who left at this field | The field to fix |
Worked example: a quote request form #
| Field | Interactions | Avg time | Refills | Left blank | Abandons |
|---|---|---|---|---|---|
| Name | 400 | 4 s | 0 | 2% | 3 |
| 388 | 6 s | 12 | 1% | 5 | |
| Phone | 370 | 19 s | 41 | 38% | 96 |
| Budget | 250 | 11 s | 3 | 5% | 22 |
| Message | 215 | 74 s | 1 | 9% | 30 |
- Phone loses the most visitors, is often left blank and refilled: make it optional and show the expected format.
- Message takes over a minute: replace it with two or three short questions.
- After the change, compare the conversion rate over the same number of days, or run an A/B test with form submission as goal.
Checklist for any form #
- Fewer than 6 visible fields for a contact or quote form.
- Every field has a visible label, not only a placeholder.
- Errors appear next to the field, while typing.
- The submit button says what happens (“Get my quote”).
- The form works on mobile with the right keyboard (email, number).
Expected result #
Each field has a clear diagnosis.
