Organizations are increasingly empowering and encouraging their customers to transact using digital self-services across multiple channels. However, in absence of one-to-one feedback mechanism, it becomes challenging to measure success and experiment with digital forms to enhance customer experience and increase conversions.
To maximize ROI, organizations must monitor how their customers interact with services, and experiment with their digital artifacts (forms) to enhance customer experiences. To measure success and define a strategy for improvement, organizations need answers to questions like:
AEM Forms integrates with Adobe Marketing Cloud solutions - Adobe Analytics and Adobe Target - that can help you monitor and analyze how your forms are performing and enable you to experiment and identify the experience that leads to better conversion rate.
Let’s get down to the details of how you can measure the performance and improve conversion rates for forms.
To gain deep insights into your customer interactions with your forms, you need to first configure Analytics in AEM Forms. Perform the following steps:
For detailed steps, see Configuring analytics and reports for adaptive forms.
To create and run A/B tests for your adaptive forms, configure Target in AEM Forms as described in Set up and integrate Target in AEM Forms.
As your customers access and interact with forms on which you have enabled Analytics, their interactions are captured in highly secured Analytics databases. The databases are segmented by clients and accessible via secure connections.
You can view a report from within AEM for analytics-enabled forms and analyze data. To view the report:
Let’s take a look at the data points that Analytics collects and reports for forms.
Forms analytics report
The analytics report for adaptive forms captures the following Key Performance Indicators (KPIs) at a form level:
Average fill time: Average time spent in filling the form
Impressions: Number of times the form appeared in the search results
Renditions: Number of times the form has been rendered or opened
Drafts: Number of times the form has been saved as draft
Submissions: Number of times the form has been submitted
Abort: Number of times users left without completing the form
Visits/Submissions: Ratio of visits per submission
In addition, you get the following details about each panel in the form:
Time: Average time spent (seconds) on the panel and its fields
Error: Number of errors encountered on the panel and its fields per 1000 form renditions
Help: Number of times users accessed the in-context help for the panel and its fields per 1000 form renditions
For more details about forms analytics reports, see Viewing and understanding AEM Forms analytics reports.
You can view detailed reports and get deeper insight about your customers and their interactions with your forms from your Analytics account on Adobe Marketing Cloud.
In this step, you will analyze data points in the analytics report and infer how the form is performing. If it does not meet your success KPIs, you will construct hypotheses, based on data, and find possible solutions to fix the issues. For example:
Once you have analyzed these data points and arrived at a hypothesis, make the required changes in the form.
In this step, you will validate the changes you have made in the form and verify if it impacts the conversion rate.
Run an A/B test
Integration of AEM Forms with Target allows creating A/B tests for adaptive forms. In A/B tests, you randomly present different experiences of a form to your customers in real time to know which experience works better or causes more conversions. Once you have significant data indicating one experience delivering better conversion than the other, you can declare that experiences as winner, and going forward, it becomes the default experience visible to all customers.
For more information about creating an A/B test for an adaptive form, see A/B testing of adaptive forms.
The real best practices are the ones that you identify yourself while performing this workflow. They are unique to your environment and requirements. Capture your learnings through the workflow and document them as best practices.
Some recommendations on designing forms and running A/B tests are as follows: