Form drop-off analysis

Marketing Beta

Form drop-off analysis shows you exactly which question on your booking form makes people give up — so you can spot the field that's quietly costing you bookings and fix it. You'll find it on the Form Performance tab of each event type.

What this measures

Your booking form has two steps; the first step is where visitors enter their details and answer your questions. Form drop-off looks at that first step, field by field, and tells you two things for each one:

  • How many people left the page while that field was the one they were filling in.
  • How long people spent on each field before moving on.

Put together, this points at the exact question where interest turns into a closed tab — usually a field that's too nosy, too much effort, or asked too early.

Built from real visits

The numbers come from people actually using your live booking form. Stats refresh automatically about every 15 minutes, so give a new or changed form a little time — and a bit of traffic — before reading too much into it.

Reading the chart

The tab leads with a chart titled "Where visitors spend time" — one bar per field, top to bottom in the order people meet them. Each bar is split into two parts:

  • Continued — visitors who filled the field and moved on.
  • Left here — visitors who abandoned the form on that field.

A field with a large "Left here" slice is your problem field: lots of people reach it and then leave. Hover any bar to see the exact counts and the share who left.

Below the chart, a short table repeats the same story in words for each field — how many visitors reached it, the percentage who left there, and the average time spent.

Look for the cliff

A healthy form loses a few people at each step. What you're hunting for is a cliff — one field where the "Left here" share jumps well above the others. That's where to focus.

Dwell time per field

Dwell time is the average number of seconds visitors spend on a field before moving to the next one. It's shown for every field, as seconds (or minutes and seconds for longer ones).

Read it alongside the drop-off:

  • High time + high drop-off — people are struggling or hesitating, then giving up. The question may be confusing, sensitive, or hard to answer.
  • High time + low drop-off — people think before answering but still finish. Usually fine; that's just a question that takes thought.
  • Low time across the board — your form is quick to get through, which is what you want.

Recommendations

When a field has had enough traffic to be meaningful and an unusually high share of people leave on it, Preb flags it with a plain-English suggestion — for example, to make the question optional or move it to the second step so it's asked after the visitor is more committed.

Treat these as a signal, not a verdict. They highlight where to look; the right fix depends on how important that answer is to your team. If nothing is flagged, your form is in good shape.

You can act on a recommendation from the Booking form & questions tab — making a question optional, reordering it, or removing it entirely.

Privacy

This feature is deliberately built to respect your visitors' privacy.

  • It records only which field was being filled, how long it took, and whether the person left — never the answers themselves. A visitor's name, email, phone number, or any custom answer is never collected for this report.
  • No personal identifiers are stored with these measurements.
  • The raw interaction data is kept for a limited time and then cleared automatically; only the anonymous, summarised counts remain.

In short, you learn where people hesitate without ever seeing what anyone typed.