Form & button conversion analytics

Gain insight into how visitors engage with the forms and buttons on your site.

The Form & button conversions analytics panel helps you understand how visitors interact with forms and buttons on your site.

The panel measures views of your forms and buttons and how many submissions or clicks they receive. The percentage of views resulting in a click or submission is your conversion rate. You can review the overall conversion for your site and individual results for each form and button.

This is a great tool to use if you want visitors to take a specific action, like sign up for a newsletter, contact you for a consultation, book an appointment, or request a quote. Form & button conversions help you measure progress toward that goal and watch how results change over time.

The Form & button conversions panel is available in the Core, Plus, Advanced, Business, Commerce Basic, Commerce Advanced, legacy Business, legacy Commerce Basic, and legacy Commerce Advanced plans. To learn more, visit Choosing the right Squarespace plan.

Review the Form & button conversions panel

1. Open the Analytics panel, click Engagement, then click Form & button conversions.
2. Click the date range drop-down menu at the top of the panel to filter results by time frame. Data is available starting from September 2017.
3. Click Button clicks or Form submissions to filter data by that key performance indicator, or KPI.

In the Squarespace app, form and button conversions is split into two cards. Learn more below.

What is conversion?

The conversion rate in the table represents how well your site’s design and content is performing against a goal you might have for visitor engagement. For example, if you add a newsletter block, you'll monitor the percentage of visitors that subscribe and how that number changes as you edit the style and move it around your site.

How it's calculated

We calculate the conversion rate with this formula:

(Converted unique views ÷ unique views) x 100

Converted unique views is the number of visits that resulted in one or more clicks. This is slightly different than the submissions or button clicks number, which shows the total number of clicks. For example, if a visitor clicks a button three times in one visit, the submissions or button clicks number will be three, but the converted unique views used to calculate the conversion rate would be one.

For commerce conversion data, review other panels

The results in this panel aren’t tied to Commerce and don't include donation or checkout form conversions. To review how visits convert to purchases, visit the Sales analytics and Purchase funnel panels.

Which forms and buttons count?

Form & button conversions tracks most form and button submissions on your site. It doesn’t track form submissions tied to purchases or donations, which display in Sales.

Form & button conversions tracks:

• Button block
• Newsletter block
• Form block
• Promotional pop-ups
• Cover page

Tip: If you choose Email Campaigns or Mailchimp as a storage option for your newsletter or form block, you may see discrepancies between the number of submissions and the number of email subscribers. Learn more.

Form & button conversions doesn't track:

• Banner buttons
• Navigation buttons
• Pinterest Save buttons
• Share buttons
• Social icons
• Donation form submissions
• Checkout form submissions
• Image block buttons

Graph

The line graph near the top of the panel shows trends over time for the chosen date range. The graph only displays the five forms and five buttons that your site's visitors interact with the most.

Click one of the KPIs at the top of the graph to filter and compare results for Form submissions and Button clicks across your site. Depending on the date range selected, a percent change comparison may show under each KPI.

Click the Daily drop-down menu to change the time scale. Time scale options depend on the number of available data points.

Hover over any point on the graph to view data per form or button for a specific date. Click a form or button name in the legend below the graph to add or remove that series of data.

Table

The form & button conversions table shows the following information for each form and button:

• Form name
• Page where the button or form displays
• Button text
• Unique views - An estimate of the total number of visitors that loaded the page containing the form or button
• Submissions or button clicks
• Conversion rate

For the form & button conversions table:

• Use the By form and By page toggle to change the view.
• Click any column to sort by that topic.
• Click a row to review more details.
• The table only shows the first hundred rows. Additional information truncates to a single row labeled Others.
• If a promotional pop-up displays on multiple pages, the table displays its conversion across multiple rows.

Tip: If you have multiple forms and buttons, give them unique names to differentiate them within the table. Forms and buttons without names or text display as Form or Button.

Historical data

Historical data displays in analytics, even if you delete or rename a form or button. When you rename a form or button, or change the URL where it displays, the panel updates with the new name or URL only after someone interacts with that form or button. From that point on, data continues to display under the new name.

Changing an attached file doesn't affect a button's analytics. In the Button name column, the file or files that were attached during the chosen date range appear in parentheses.

Form and button conversions in the Squarespace app

In the Squarespace app, form and button conversions are split into two different cards.

• To review form conversions, tap Analytics, then tap Form submissions.
• To review button conversions, tap Analytics, then tap Button clicks. 

In each card, you can filter your results through the different KPIs at the top. Each KPI also shows data for total submissions or clicks, total unique views, and total conversion rates across your site. Tap a KPI to review the data below for that filter in the set time frame. Each option measures interactions differently. 

The top half of the card shows the most popular forms or buttons in the time frame you’ve set. Depending on the KPI you select, these appear as a bar graph or a percentage. If you have multiple forms or buttons on your site, these appear as separate data for each form, based on the button text and page URL slug. 

The bottom half of the card shows a table of all forms or clicks and conversions in that time frame, ranked from most to least popular on your site.

Increase conversion

If your conversion rate seems low, this could be normal. For example, people might be hesitant to share their email address or get too many emails.

Squarespace has features to help you increase conversion. For example:

• Our built-in designs help you keep your calls to action sleek and straightforward.
• The newsletter block has a default, customizable disclaimer that assures visitors you respect their privacy.
• Our style options let you tailor forms and buttons to fit your brand.

There’s no magic formula to increase conversion, so we recommend experimenting to learn what works best for your site. These strategies might help you improve your rates:

• Experiment with form length.
• Don’t ask for too much personal information.
• Change the button text.
• Experiment with placement.
• Enable lightbox mode or promotional pop-ups to make your content stand out.