What is the best way to understand where form conversions from a page is coming from? We want to understand what path/buttons creates the most form conversions.

[user70977]

We have a metric form conversions which looks at the number of visits where form success fires. Form conversions is calculated at the visit level.

For example, If we see that on homepage, the form conversions is 1000. This means that there were 1000 form conversions that occurred when a user visited the homepage. What are ways to set up a table or custom metrics to figure out more details about where these 1000 form conversions are coming from? 

1) Which forms are users filling out that contribute to the 1000 form conversions?

2) From what page are users converting? Was it through a form on homepage or through a form on a different page in that visit where they visited homepage?

3) What buttons on the homepage is leading to most form fills?

It's been a bit tricky to figure out what's the best view to answer these questions so would love any ideas!

[Jennifer_Dungan]

Are your forms modal popups or integrated on the pages? Or does say the home page link to a separate form page?

If the forms are loaded on various pages, on your form submissions are you collecting any dimension data (like the page, which form was submitted, etc)

Basically, rather than trying to come up with fancy sequential segments, just including some basic correlation can be very powerful.

For instance, I track "search submitted" on our site (basically this is a simple form).

Now, on most pages I have two search forms (the "desktop" version, and the mobile version". On the Search results, both of those exist, but then I also have a page specific "refine search". So I have a dimension that tracks the form (was it the desktop, mobile or refine search that was submitted), I also track the "page" and "url" in their own hit expiry eVars (I use eVar because of the 255 character limit, but hit cause I don't need this to be attributed from previous values - in fact, the page and url eVars are captured on all PVs and actions).

To help provide more specifics, it would be helpful if I could see the site... while you may not want to share this publicly, if you are willing, you could send a link to me in a private message.

[AmanGu8]

@user70977  From a single form conversion metric it is really tough to state the answer for all those questions. In general there are different form conversion metrices at every step of form (for multi-step forms). Some of the commonly used form events are :-
a) Form start event (suppose event101) - This event is fired as soon as user starts filling up the form. 
b) Form Step event (suppose event102) - This event is fired at all steps. This generally helps in knowing from what step users are dropping out.

c) Form complete event (suppose event103) - This event is fired once the user submits the form successfully. 

All these 3 events are required to analyze the form tracking. You can have more events based on your requirement. 

If you are using Adobe Client Data Layer (ACDL) on your website than you can ask your developer to push the form_start, form_step, form_submit events to data layer. Than you can configure three  Rules as per above 3 events in Adobe Launch using ACDL extension to fire the success events.