A well-designed and thought-out form can make or break a user's experience with your site. So when you have a form page that receives a high volume of traffic but a small number of form submissions, it's naturally going to be a cause for concern. Thankfully, Crazy Egg can help you understand exactly why your form is not performing!
Start by using your Snapshot Overlay Report.
With the Overlay report, you can get a clear sense of how many clicks are occurring on the fields, when they occur, by who, and more. When you go from one field to the next, you will see a change in the number of clicks.
Analyzing these changes in the number of clicks between fields will give you a better idea of what's causing people to abandon the form. Do you have too many fields? Are you asking for too much information? Answers to these questions will help you know what to remove or improve on optimizing your page.
Yes, some of those drops can indeed be caused by visitors tabbing into the field. But when you see a drop-off and then an increase in the number of clicks in the next field, it is a clear indication that visitors do not want to provide certain information to you.
Second, check out the Scrollmap Report.
Use the Scrollmap to see if your submit button is below the fold, which could be why visitors don't see it.
Third, check out the Heatmap Report.
Are you noticing clicks on other elements on the page? Look for the brightest clicked areas (red, orange, yellow, and white). The most common are clicks on navigational menus at the top. If the form is a critical sales lead for you and clicks on other elements on the page (the bright areas), you have created hatches for your visitors. Use the Overlay report to dig into more details to determine who the visitors are using these escape hatches.
Lastly, once you understand which fields are causing the highest drop-offs, you can then implement Custom User Variables for these fields. With the Custom User Variables in place, you'll be able to filter your recordings (How to Filter User Recordings) by the variables you designated to watch in real-time visitors who had trouble with certain fields on your form.
All of these features will help you piece together the puzzle that is a poorly performing form.