Webform Analytics | Online Help - Zoho CRM

Webform Analytics

Web forms are the most common tool used by organizations for lead generation. As the lead submits the form their information is captured in CRM from where the reps take it up for the further follow-ups and nurturing processes. Read more about creating webforms. Most of the times, organizations host multiple webpages that help them focus on a wider audience and generate more leads. It is also important to analyze the performance of each web form to understand if they are serving the desired purpose. There are several parameters that can help you determine the performance: 
  1. Number of visits to the web forms
  2. Number of submissions 
  3. Percentage of fields that are usually filled in the form
  4. Whether the leads have any deals associated with them
The best part is that, all these insights are made available to you for each web page where you are tracking the form inside CRM. 

Portal forms are quite similar to webforms; all the amenities used in webforms are also available in portal forms. Analytics can be also be done for portal forms, and you can also run A/B testing on them.

Benefits of webform analytics

Web form analytics help you analyze the performance of the web forms by identifying how well the visitors interact with your web forms and what causes them to drop off. Let's take an example.
Zylker Inc is a technology company that offers product training to its customers from all regions. They host a web form in the company's website, that captures information about the interested customers. They notice a dip in the number of forms submitted from few regions and decide to analyze the performance of the forms for each region and observed the following:
  1. Fields such as Date of birth, correspondence address, Fax, website, and company name were not filled by most of them.
  2. Majority of the forms were submitted from Austria, France, Spain, and Sweden.
  3. Least number of submissions were from Canada, Norway, and Brazil.
These vital statistics can help them to improve the form and increase its efficiency.

Key terms in webform analytics

   Overall Webform analytics:
  1. Visits: The number of times a webform is loaded completely and viewed by the visitor will be considered a visit. Every website refresh is considered as an individual visit.

  2. Unique visits - The number of visitors visiting the website that hosts the webform is considered a unique visits. A page refresh will not be considered as a unique visit.

Individual Webform analytics:

  1. Visits: The number of times the website that has the webform is viewed. Every website refresh will be considered as individual visits.
  2. Unique Visitors: The number of visitors who viewed the website that has the webform. However, the website refresh will not be taken into consideration.
  3. Starters: The first interaction of a user with fields in the webform.
  4. Submissions: Number of visitors who submitted the form. 
    1. Abandon Rate: The percentage of starters who have dropped out from submitting the webform.
    2. This can be further classified into Partial and Complete submission.
      1. Partial submission: If fields in the web form are skipped, yet submitted.
      2. Complete Submission: If all the fields in the web form are filled and submitted.
  5. Conversion Rate: It is the percentage of submissions from the total number of visits.
  6. Average Time Spent: The average time a visitor spends in filling a form.

View overall form analytics

The overall analytics of your webform can be viewed from the web forms page.
Webform analysis can be viewed for the Leads, Contacts, Cases, and custom modules.

To view overall form analytics

  1. Go to Setup > Channels > Webforms.
  2. Click More Stats.

Overall form analytics

The overall analytics provide complete information on the performance of web forms by offering various statistics. This allows you to understand the form behavior and compare the web forms in a module to identify the most successful one. The analytics are classified in the following sections. 

Submissions based on form

This analytic gives you an insight based on the submissions received via the web forms. You can see the number of submissions received across all the web forms created for a module.

From this section, you can gather the following information:

  • Total Submissions: Displays the total number of submissions made using the web forms.
  • Max Conversion Rate: Displays the web form that has the maximum conversion rate.
  • Max Drop Rate: Displays the web form that has the maximum drop in conversion.
    This section also displays a graph of the number of visits, starters, and submissions for the web forms that are displayed.
  • Hovering over the graph of a web form displays the number of visits, starters, submissions, and the conversion rate for it.
You can also view the metrics in a table.

Submissions based on country

Submissions from your web form are categorized based on the country where they are made. This analytic allows you to view the total number of submissions made from a particular country by clicking on it.

The following metrics are also captured:

  • Top Country: Displays the country with the highest number of submissions.
  • Number of Countries Submitted: Displays the total number of countries where the web form was submitted.
You can also view the metrics in a table.

Leads, converted leads, and deals based on form

The transition that takes place for records generated from the web forms can be obtained from this section. You can see the number of leads created and out of which the number of leads that are converted and the deals associated with them.

You can also see the following metrics:

  • Total leads created: Total number of leads created, taking into account the submissions for all the webforms in the Leads module.
  • Total leads converted: Total number of leads that have been converted and the rate of conversion.
  • Total deals created: Total number of deals created for the records submitted through the web form.
  • Hovering over the graph for a web form displays the metrics that are specific to that web form such as the total number leads created and their status.
This analytics is available only for the Leads module.

Revenue based on forms

The revenue generated from closed won deals associated with records generated from the web form is captured in this section.

The following metrics are displayed:

  • Current Revenue: Revenue generated from closed deals related to the records submitted from the web form.
  • Previous Revenue: The revenue generated by closed deals before the duration specified.  For example, if the web form analytics are filtered based on Current Month, then the revenue generated in the previous month will be captured here.
  • Growth Rate: The increase in revenue from the previous revenue generated to the current revenue.
Previous Revenue and Growth Rate will only be available if a time-based filter is specified.

Webform Analytics based on URL

Zoho CRM offers complete, detailed insights based on URL. That is, all of the parameters  discussed above — Submissions, Region, Module insights — can be viewed for each URL where your form is being tracked in CRM. 

Assume that a company called Zylker Tours and Travels has created a Lead Enquiry form in CRM and published this on the Home, About Us, Contact Us as well as Pricing Page of their website. To track submissions on these pages, they would add all these page links on the Form Location URL section in the webform settings.

In general, CRM will begin to track overall visits and submissions on your webforms. Going one step further, if you wish to track analytics and look at insights for each page where the form is published, you can enable an option called "Enable URL based Analytics" in your webform settings.

CRM will now begin to monitor visits, submissions and other activity on these pages and you will get detailed insights for each page entered. When you click View Analytics on the respective web form, you will now find a new dropdown list called All URLs. So now, the details such as Submissions based on Device, partial/complete submissions etc can be viewed for each page that you have the form on.

This will help you analyze which set of pages get the most traction, which pages get the least visits and so on. This information would also be valuable in making key decisions about your campaigns. You will not only be able to see the submissions based on URL, but also region, and record creation based on a chosen URL. For example, the following screenshot shows the webform insights for the About Us page alone. 

The Analytics Based on URL is available for both Enterprise and Ultimate Editions of Zoho CRM. 
  1. In the Enterprise Edition, you will have an overview of Submissions based on URL, as presented below. A summary of the stats for Visits, Unique Visitors, Starters, Submissions and Conversion rate will be available in the form of a table. If you would like to view detailed analytics and charts for all parameters such as visits by region, submissions, records created by URL, you need to upgrade to the Ultimate Edition.
  2. In the Ultimate Edition, you will get detailed insights based on URL. That is, for the CRM to show detailed insights for all parameters and charts such as Submissions, Regions and Record creation based on URL, (and for the All URLs dropdown list to appear), you need to be on the Ultimate Edition of CRM.

What is "Undefined URL"?

The entry "Undefined URL" refers to a page (or a group of pages) from which CRM is able to track visits and entries but the exact page address is unknown. For example, if you have published the webform on Home, About and Contact Us pages. In CRM, you have submitted Home and About Us pages for tracking, but you have missed to enter Contact Us page. There could be 15 entries from Contact Us page, but since you haven't tracked this page, CRM will present these 15 entries under an entry called "Undefined URL". 
  1. Hence, you must ensure that each source URL (the page where you have embedded the form) is added on the Form Location URL inside the Webform Settings. 

  2. In case you have failed to add a source URL, then CRM will still track the visits and submissions, however since you haven't entered the specific URL, the stats will be presented under en entry called "undefined URL".
  3. In such a cases, we recommend that you double check details of where you have hosted the webform and make sure to enter all the URLs so that CRM can offer complete insights.
What cases determine the creation of the entry "Undefined URL"? 
  1. While opening the submission based URL for users, all the previous data will be grouped under undefined URL.
  2. If the user changes the location URL from * to the defined URL, then all the analytics data gathered earlier under * will be grouped under "Undefined URL" .
  3. When a certain URL is removed, the form analytics for the removed page is moved under "Undefined URL".
  4. When data is received from any URL other than those mentioned in the webform settings, or from blocked sites or in cases of a domain/path mismatch, they will be grouped under "Undefined URL."

 View analytics for individual webforms

The analytics for individual web forms in a module can be obtained by clicking the View Analytics button next to the web form.

The webforms are categorized into three groups: 

  1. Based on submissions - The submission statistics of the form such as number of visits, average time spent on a form etc., can be viewed.

  2. Based on region -The statistics about a webform's performance across regions like number of countries submitted and top country among the submissions can be viewed.

  3. Based on the module -The submission statistics about a form's performance that is associated to a module like number of leads, conversion rate, validation failed etc., can be seen in this analysis.

Based on submissions

Information related to webform submissions will be displayed in this tab.This section is divided into: 

Form submissions

This displays the number of form submissions received on a particular day. The data can be filtered as daily, weekly, or monthly.

The following key metrics related to form submissions are captured:

  • Total Submissions: The total number of submissions received for the web form.
  • Average Submissions: The daily average number of submissions received for the web form.
  • Maximum Conversion: The date with the highest conversion rate for the web form. The conversion rate is the percentage of visitors who visited the web form and submitted it. 
  • Maximum Dropout: The date with the lowest conversion rate for the website. The dropout rate is the percentage of visitors who visited your web form but did not submit it.

Partial vs. complete submission

This metic allows you to track how submissions are made via your web form and whether all the fields are filled in or if any are left blank.

Field Based Analytics

Field based analytics provides chart that shows the performance of every field in a form. 

There are 4 types of statistics,

  1. Form Filled Rate

  2. Time Spent on Fields

  3. Fields Correction Rate

  4. Fields Drop Rate

Note:  These statistics are available only in the Ultimate edition.

Fields filled rate

Sometimes, visitors may skip certain fields in your web form. This analysis tells you which fields are always filled in your web form and which ones are not. If some fields in a web form are often skipped, you can replace them to get better results.

Time Spent on Fields 

This analysis provides you with information on how much time the visitor has spent filling a particular field. With this chart you can thus understand the visitors' pain points that causes the delay and address them. 

For instance, you can provide a tool tip to help visitors understand what the field is about, change the field label, provide a picklist instead of a descriptive field, etc.., to facilitate quicker form submission

Fields Correction Rate

The number of corrections the customer makes in a field is captured in the Field Correction Rate chart.

For example, while filling the phone number, visitors may miss the country code or use incorrect structure in the email address that they have to often rectify before submitting the form. These frequent corrections may cause a customer to lose interest and leave the form. In order to help them avoid these corrections you can use a tooltip or provide a place holder for reference. 

Fields Drop Rate

Fields Drop Rate analysis helps to identify the fields that may be prompting the customers to abandon the form. A visitor might be unwilling to share personal or secure information like Date of Birth, Credit card details, Mobile number, etc. in the form. Having these fields or mandating these fields may prompt the customer to quit the form half-way through. This analysis will help you identify the fields that the visitor last interacted with, so that you can remove or make it optional resulting lesser dropouts.

Field Filled Order

The field filled order will monitor the order in which the visitors fill a form and shows the top 3 orders. For example: In many forms, the mandatory fields are placed at the top so customers would often fill those and submit the form while skipping other information. Likewise, some customers may fill the fields on the top and bottom part of the form before filling in other information and submit.These type of behaviour are monitored and the top 3 patterns are categorized.
Form filled order analysis provides information about the preferred or convenient order in which the visitors like to fill the form. By determining this, you can build the future forms in the same pattern for a higher conversion rate. This analysis also helps in placing the required or important fields in areas that are noted to get filled by the visitors.

Submissions based on region

The submissions for your web form are classified based on country in this section.

This section also displays:

  1. Top Country: The country with the most submissions.
  1. Number of Countries Submitted: The total number of countries your web forms have been submitted in.

Submissions based on Device

Visitors can access your website from a variety of devices such as personal computers, tablets or mobile phones. They may fill webforms to register for a webinar or download a gated content on the go. To be responsive and interactive on multiple  devices increases the customer engagement rate and results in higher conversions.
This analysis provides a pie chart showing the number of submissions received from different devices. You can see the number  of Visits  (and Unique Visitors),  Starters, and  Submissions from  a particular device.
Depending on the maximum number of submissions received, you can focus on providing the best experience to the visitors on their preferred device by addressing technical glitches or making improvements. 

Submissions based on module

The analytics in this section display the submissions for a selected module. For example, if you select the Leads module, you can see:
  • Leads Created: The total number of qualified leads captured from the web form. Qualified leads are the records which have been added to the Leads module in your CRM account.
  • Submissions : Total number of submissions made in a web form including duplicates and unvalidated records.
    • Duplicates: If the newly submitted record already exists in your CRM, it will be classified as a duplicate.
    • Validation failedForms that are not submitted due to failure in meeting the conditions mentioned in the module's validation rules are redirected to manual lead approvals. A user can also see the number of submissions that have failed a validation rule of a particular field. Read more about record approvals.
    • Waiting for approval: Records submitted which are waiting to be approved by a user.
    • Double opt-in: Submissions are received from a web form which has double opt-in enabled will be listed here until they are confirmed.
    • Leads: The total number of leads that have been added, not including duplicates, records which failed validation, records waiting for approval, and records waiting for double opt-in confirmation.
    • Converted leads: Total number of leads that have been converted.

Leads conversion report

This report displays the number of days taken for a lead to be converted into a contact.

Deals created (via leads)

Displays the number of deals created in a day for leads that were captured using this web form. You can view the total and average number of deals created and the total and average number of deals closed.

Revenue generated (via Leads)

Displays the revenue generated from closed won deals associated with records generated from the web form. You can also see the previous revenue, current revenue, and growth.

Enable tracking for web forms

Web form analytics must be enabled manually for all your existing web forms. If the embed or iframe code of the web form is embedded in your webpage, then you can simply click Enable Tracking to start analyzing the web form. If the web form was embedded using its source code, follow the steps below.

To enable tracking for web forms embedded using source code

  1. Hover over the web form and click Enable Tracking.
  2. Copy the tracking code from the pop-up.
  3. Paste the code inside the form> tag in the webpage where you embedded the source code of the web form.
    Web forms published using the iframe or embed code will be updated automatically.
  4. Click Done.

Filter analytics data

The time period you want the overall form analysis to be displayed for can be specified using the filter.
Click here to view the limits of analytics data for each editions.

You can filter the analytics data based on:

  • All time: Displays analytics for all your web forms from creation through to the present date.
  • Current week or month: Displays the web form analytics for the current week or month only. 
  • Last [x] days, weeks, months: Specify the number of days, weeks, months,  to display analytics for. For example, if the filter is set to 'Last 10 days' analytics will be provided for the last 10 days, not including the current day.
  • Custom: Specify custom dates to view analytics for.

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