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January 8, 2014 09:30 pm GMT
U.K.-based startup Formisimo is tackling the problem of web forms that go unfilled because of factors such as confusingly worded questions, layout or formatting errors, and rogue auto-filling wreaking havoc with the user’s intentions. It offers cloud-based web analytics specifically targeted at improving the performance of forms so ecommerce companies can identify where their users are going wrong. The startup’s basic premise is that badly designed and implemented web forms can be a serious — and often overlooked — blocker to companies converting web users into paying customers. And which online user out there hasn’t at some point given up on signing up for/paying for something just because of the tedious prospect of too many fiddly little boxes needing to be filled in. Formisimo founderAl Mackin describes web forms are “the forgotten part of almost every conversion funnel”, and argues they are hampered further by responsibility for the forms falling between two stools (so to speak): the marketing department, on the one hand, and web development team. “They’re in a no-man’s land but they form a huge barrier between a website and the web visitor who is eager to engage in that business,” he tells TechCrunch.”One of the igniters behind this idea was a company I knew that spent millions of pounds on their digital marketing and thousands of man hours on optimising their pages and advertising but they completely overlooked their web forms. “They weren’t even considered part of the conversion funnel, and there was no lock-down on the form so people would add new fields in or make changes to the code that validated the fields without consulting anyone. To be blunt the forms were awful, but they had no idea how to measure the performance and the decisions being made were personal opinions not ones based on data.” So enter Formisimo: a specialist tool for forms, to lavish attention on this unloved (and many would say unlovely) piece of the ecommerce jigsaw puzzle. The startup kicked off a beta service back in May and has just exited that seven-month testing phase to launch its paid offering.During its beta phase, Formisimo said its form analytics tool was used by almost500 companies – including U.K. casino giant Genting Alderney, along withseven (unnamed) global brands. Almost 40 million user interactions have been tracked via Formisimo to date, with beta users seeing an average boost in checkout and form conversion rates
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/m9piXyYbyZI/
Formisimo, A U.K. Startup Tackling Web Form Friction, Exits Beta & Launches Price Plans
U.K.-based startup Formisimo is tackling the problem of web forms that go unfilled because of factors such as confusingly worded questions, layout or formatting errors, and rogue auto-filling wreaking havoc with the user’s intentions. It offers cloud-based web analytics specifically targeted at improving the performance of forms so ecommerce companies can identify where their users are going wrong. The startup’s basic premise is that badly designed and implemented web forms can be a serious — and often overlooked — blocker to companies converting web users into paying customers. And which online user out there hasn’t at some point given up on signing up for/paying for something just because of the tedious prospect of too many fiddly little boxes needing to be filled in. Formisimo founderAl Mackin describes web forms are “the forgotten part of almost every conversion funnel”, and argues they are hampered further by responsibility for the forms falling between two stools (so to speak): the marketing department, on the one hand, and web development team. “They’re in a no-man’s land but they form a huge barrier between a website and the web visitor who is eager to engage in that business,” he tells TechCrunch.”One of the igniters behind this idea was a company I knew that spent millions of pounds on their digital marketing and thousands of man hours on optimising their pages and advertising but they completely overlooked their web forms. “They weren’t even considered part of the conversion funnel, and there was no lock-down on the form so people would add new fields in or make changes to the code that validated the fields without consulting anyone. To be blunt the forms were awful, but they had no idea how to measure the performance and the decisions being made were personal opinions not ones based on data.” So enter Formisimo: a specialist tool for forms, to lavish attention on this unloved (and many would say unlovely) piece of the ecommerce jigsaw puzzle. The startup kicked off a beta service back in May and has just exited that seven-month testing phase to launch its paid offering.During its beta phase, Formisimo said its form analytics tool was used by almost500 companies – including U.K. casino giant Genting Alderney, along withseven (unnamed) global brands. Almost 40 million user interactions have been tracked via Formisimo to date, with beta users seeing an average boost in checkout and form conversion ratesOriginal Link: http://feedproxy.google.com/~r/Techcrunch/~3/m9piXyYbyZI/
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