June 2009
Intermediate to advanced
672 pages
19h 8m
English
Content preview from Complete Web Monitoring
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Data Input and Abandonment: Form Analysis
One of the most valuable, and least analyzed, components of a web application is its forms. A form is where your visitors provide the most detailed information about themselves. It’s where they place orders, enter billing information, and leave messages. It’s where the rubber meets the road. But companies spend far more time on site design than they do on analyzing form usability and abandonment.
Each form represents a miniature conversion funnel with its own milestones, answering questions like:
How many visitors saw the form correctly?
How many visitors started to fill out the form?
How far down the form did visitors get?
How long did visitors linger at each field?
What was the abandonment for each field?
How many visitors submitted the form?
How many visitors submitted the form, but missed required fields?
How many optional fields did visitors skip?
How many visitors successfully reached the following page?
Given how important form design is to web interaction, it’s surprising how little work has been done on getting it right. Figure 6-10 shows an example of a funnel microconversion report.
Note
One excellent resource on form design is Luke Wroblewski’s Web Form Design: Filling in the Blanks (Rosenfeld Media) and the accompanying blog, “Functioning Form” (http://www.lukew.com/ff/).
Figure 6-10. Microconversion analysis within a single page
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.