9 Form Tracking Software in 2025: Expert Picks to Boost Conversion Rates

Imagine this: A potential lead visits your website, starts filling out your form, and then stops. They hesitate, abandon, and vanish—taking a valuable conversion opportunity with them. Frustrating, isn’t it? 

With approximately 34% of individuals failing to complete a form they start, it shows that even minor friction points in your forms can lead to significant missed opportunities, leaving businesses scrambling to identify the root cause.

That’s where form-tracking software comes in.

These tools take the guesswork out of the equation by showing where users encounter friction, hesitate, or abandon their forms. They provide actionable insights to optimize your forms, making them more intuitive and engaging. 

In this blog, we’ll explore the top 9 form tracking tools to help you uncover what’s holding your forms back and turn those missed opportunities into measurable wins. Let’s get started!

What is form tracking?

Form tracking, also called form analysis, helps you understand how users interact with web forms to understand the user journey and improve their performance from where they start typing to where they stop or abandon the process.

It tracks key metrics such as:

• Interaction time – how long users spend on each field
• Hesitation time – how long users pause before typing
• Abandonment rate – when users start but don’t finish filling out the form

The actionable insights from this analysis help refine form usability and design, making the process smoother and more intuitive. This, in turn, increases form completion rates and reduces frustration for users, creating a more seamless and enjoyable experience while driving better business outcomes.

Best form tracking software: A quick glimpse

• VWO
• Zuko
• Lucky Orange
• Mouseflow
• Jotform
• Inspectlet
• Formstory
• Jess
• Whatconverts

Tools comparison snapshot

Tool Name	Features	Pricing
VWO	– Field-level insights – Real-time tracking – Time metrics – Auto & manual form tracking – Annotations & observations – Collaboration – Enterprise-grade security – Heatmaps – Session recordings	– Free trial: 30 days, all features included. – Paid: Starts from $199/month, billed annually.
Zuko	– Abandonment analysis – Field-level metrics – Event & attribute tracking – Session replays – Custom dashboards – User journey analysis – Field flow function – Funnel builder – Behavior alerts	– Free trial: 1000 visits for all paid plans. – Paid: Starts from $56/month, billed annually.
Lucky Orange	– Auto-detect – Heatmap integration – Session recordings – Visitor profiles – Surveys – Dashboards	– Free trial: 7 days on every feature of every plan. – Free: Track up to 100 sessions/month. – Paid: Starts from $32/month, billed annually.
Mouseflow	– Abandonment reduction – Session recordings – Segmentation – Easy integrations – Historical data – Heatmaps – Friction scores – Automatic form detection	– Free trial: For all paid plans. – Free: For 500 sessions/month. – Paid: Starts from $31/month, billed annually.
Jotform	– Report builder – Location details – Dashboard – Device details – Google Analytics integration – Browser information	– Free: Limited to 5 forms with all standard features included. – Paid: Starts from $34/month, billed annually.
Inspectlet	– Conversion report – Hesitation report – Fill report – Ignored field report – A/B testing – Error logging – Heatmaps – Session recording – Feedback surveys	– Free: Session recordings and heatmaps for up to 2500 sessions/month. – Paid: Starts from $33/month, billed annually – Form analytics plans start from $ 127/month onwards.
Formstory	– 24/7 Form monitoring – Recovery of  abandoned leads – Instant notifications – Performance recaps – Broken form alerts – Form error fixation – AI-powered analytics – Scoring	– Free trial: Available to explore the features. – Free: Forever tracking limited to 1 website and form. – Paid: Starts from $7.5/month, billed annually. – Form analytics plans start from $24/month.
Jess	– Cost per lead calculation – ROAS tracking – CRM Integration – Spam removal – Marketing campaign comparison	– Paid: Form tracking starts from $50/month.
Whatconverts	– Iframe form tracking – Marketing Attribution – Detailed form insights – Customizable tracking – Lead management – Email alerts – Google Analytics form tracking – Append marketing data	– Free trial: 14 days for all features. – Paid: Starts from $30/month – Form tracking starts from $60/month.

9 best form tracking software

1. VWO

VWO Form Analytics equips businesses with actionable insights to optimize online forms and boost conversions. Analyzing key metrics such as hesitation time, refill rates, and drop-offs highlights friction points and provides a clear picture of user interactions. Businesses can track form performance in real time, visualize the user journey, and make data-driven decisions to create smoother and more effective form experiences.

Key features:

• Field-level insights: Analyze hesitation time, refill rates, interaction time, and ignored fields to pinpoint where users face difficulties.
• Real-time tracking: Stay updated with live insights into form interactions, ensuring timely issue responses.
• Auto and manual form tracking: Auto-detect forms on your site or manually track specific forms for more tailored insights.
• Time metrics: Measure total form completion time to evaluate efficiency, track hesitation time to identify fields causing confusion or delays, and analyze refill rates to detect problematic fields requiring corrections. Additionally, analyze interaction time to understand how long users actively engage with each field and idle time to spot areas where users pause without making progress. These insights help you fine-tune your forms, streamline the user journey, and improve conversion rates.

• Annotations and observations: Capture snapshots and add notes to unusual patterns or significant changes, ensuring no critical insights are overlooked.
• Collaboration: Share form analytics data with your team for brainstorming and developing optimization strategies.
• Enterprise-grade security: 29% of form abandonments are caused by security concerns. This is why VWO offers advanced safeguards to protect user data, build trust, and boost form completion rate.

When used together, these tools (heatmaps, session recordings) and form analytics provide a comprehensive view of how your forms are optimized to other page aspects. 

Here is an example: Let’s say a SaaS company noticed a high drop-off rate on their lead capture form through tracking software.

To investigate further, they used heat maps that revealed insufficient clicks on the form. Session recordings showed users struggling to find the form, and user surveys confirmed that users felt frustrated because they couldn’t easily find the form, causing them to leave. 

Based on the identified pain points, the team hypothesized that repositioning the form higher on the page and testing a sticky version could increase conversions. This in-depth analysis allowed the team to understand the form’s performance in isolation and on the overall page. 

Watch this webinar to see real examples of how form analysis can uncover hidden opportunities in your conversion funnel.

The success story of Qualicorp

Qualicorp, a leading healthcare organization in Brazil, used VWO Form Analysis and Testing to streamline its lead generation process and improve user experience. Key insights revealed redundant fields, unclear labels, and optional yet critical fields that caused drop-offs.

By addressing these friction points through targeted A/B tests—such as removing duplicate fields, making the “profession” field mandatory, and enhancing field clarity—Qualicorp significantly improved form usability and engagement.

The results were transformative: form sign-ups increased by 24.68%, and visits to the critical “Request Received” page rose by 16.93%. 

Download Free: Form Analytics Guide

Pricing:

Plan Type	Details
Free Trial	30 days, all features included
Paid Plan	Starts from $199/month, billed annually

In our client’s words

The forms feature in the VWO Insights product is the most appealing to me so far. The ability to get detailed quantitative and qualitative insights on how your website forms are performing is really great in furthering your conversion rate optimization efforts. One use case we’ve been able to understand early in our engagement with VWO is how our website audience is engaging with our contact forms and how we can use those insights to learn where conversion friction occurs.

Josephus Ayoola
Digital Growth Manager at Alpega Group

2. Zuko

Zuko is a form and checkout analytics tool that dives deep into user behavior, showing where visitors drop off, why they abandon, and what’s holding them back. The best part? It’s easy to set up—simply add two tags, and you’re ready to access valuable insights—no need for complex developer involvement or tedious tagging processes.

Ideal for long or complex forms, Zuko excels in high-cost acquisition and competitive markets, where even minor improvements can significantly impact. 

Key features:

• Abandonment analysis
• Field-level metrics
• Event & attribute tracking
• Session replays
• Custom dashboards
• User journey analysis
• Field flow function
• Funnel builder
• Behavior alerts

Pricing:

Plan Type	Details
Free Trial	1,000 visits included for all paid plans
Paid Plan	Starts from $56/month, billed annually

3. Lucky Orange

Lucky Orange empowers businesses by providing tools to understand why visitors abandon forms. Instead of guessing what’s wrong, companies can uncover trouble spots field by field. Whether users hesitate due to confusion or abandon mid-way, Lucky Orange pinpoints where and why it’s happening. The result is a smoother, more intuitive form experience that drives completions.

Form analytics data seamlessly integrates with heatmaps, offering a comprehensive view of user behavior. Whether auto-detecting or manually adding forms, Lucky Orange makes tracking performance and refining forms simple and effective.

Key features:

• Auto-detect
• Heatmap integration
• Session recordings
• Visitor profiles
• Surveys
• Dashboards

Pricing:

Plan Type	Details
Free Trial	7 days of access to every feature of every plan
Free Plan	Track up to 100 sessions per month
Paid Plan	Starts from $32/month, billed annually

A customer experience as per G2 reviews: 

It’s very detailed in extrapolating and showing the right data about visitors, yet very simple to use. At a glance, it can give you extremely useful info on traffic that helps you shape your website and sales strategy. The feature that records and lets you view the customer activity on the website as a video is the game-changer, as it gives you a different point of view on what works and what doesn’t.

Damiano B.
Digital marketing specialist

4. Mouseflow

Mouseflow is a digital experience analytics platform designed to help businesses improve performance and boost conversions. Its form analytics feature tracks the conversion rate for each form field and the form as a whole, breaking down every field into a step in the user’s journey. This detailed analysis helps identify critical errors, uncover friction points, and resolve issues quickly, ensuring forms are optimized for better user experiences and higher ROI.

Key features:

• Abandonment reduction
• Session recordings
• Segmentation
• Easy integrations
• Historical data
• Heatmaps
• Friction scores
• Automatic form detection

Pricing:

Plan Type	Details
Free Trial	Available for all paid plans
Free Plan	For up to 500 sessions per month
Paid Plan	Starts from $31/month, billed annually

5. Jotform

Jotform is an all-in-one form creation and management platform that offers a built-in Form Analytics tool to help businesses gain actionable insights into user behavior. This feature allows us to track form performance metrics, understand user interactions, and identify valuable trends, such as submission rates, user locations, and device preferences. By leveraging these insights, businesses can optimize forms to boost conversion rates and improve user engagement.

Jotform’s Form Analytics dashboard offers a clear picture of form activity- views, responses, conversion rate, average, etc., enabling you to track traffic, submission trends, and user behavior. 

Key features:

• Report builder
• Location details
• Dashboard
• Device details
• Google Analytics integration
• Browser information

Pricing: 

Plan Type	Details
Free Plan	Limited to 5 forms with all standard features included
Paid Plan	Starts from $34/month, billed annually

A customer experience as per G2 reviews: 

Jotform is by far the most user-friendly survey creation tool I’ve ever used. It’s incredibly intuitive and straightforward, and the end result always looks clean, modern, and professional. It has every feature I need for both internal and customer-facing surveys, and the customization options are fantastic. A solid 10/10 in my book!

Jessica F.
Customer Advocacy Manager

6. Inspectlet

Inspectlet makes it easy to understand why visitors abandon your forms. Its form analytics tracks key metrics like hesitation time, abandonment rates, and field completion frequency, showing strictly where users get stuck. Setup is quick and easy—add a few lines of JavaScript, and you’ll start gathering insights immediately.

Beyond form analytics, Inspectlet offers session recordings and heatmaps to view user behavior comprehensively. 

Key features:

• Conversion report
• Hesitation report
• Fill report
• Ignored field report
• A/B testing
• Error logging
• Heatmaps
• Session recording
• Feedback surveys

Pricing:

Plan Type	Details
Free Plan	Session recordings and heatmaps for up to 2,500 sessions per month
Paid Plan	Starts from $33/month, billed annually; Form analytics plans start from $127/month onwards

7. Formstory

FormStory’s powerful form analytics provide real-time insights into submissions, bounces, and conversions, helping you identify and fix bottlenecks to improve form performance. You can optimize your forms with actionable data for higher completion rates and a better user experience.

What sets FormStory apart is its ability to capture and store user inputs, even when forms are abandoned or technical issues are experienced. For businesses that rely on web forms, FormStory is essential to maximize leads and drive results.

Key features:

• 24/7 Form monitoring
• Recovery of abandoned leads
• Instant notifications
• Performance recaps
• Broken form alerts
• Form error fixation
• AI-powered analytics
• Scoring

Pricing:

Plan Type	Details
Free Trial	Available to explore all features
Free Plan	Forever free; limited to 1 website and 1 form
Paid Plan	Starts from $7.5/month, billed annually; Form analytics plans start from $24/month

A customer experience as per G2 reviews: 

Simple to use, does what it promises to do, great support.

Anahit A.
Business Development Manager

8. Jess

Jess is a form-tracking software that helps businesses uncover which marketing efforts drive qualified leads. By connecting advertising sources, campaigns, and keywords to lead generation, Jess goes beyond counting form submissions, offering insights into the buyer’s journey from contact to closed sales.

It is easy to set up, compatible with most websites, and integrates with existing forms. It even filters out spam and unqualified leads, ensuring you focus on high-value opportunities while streamlining campaign optimization.

Key features:

• Cost per lead calculation
• ROAS tracking
• CRM Integration
• Spam removal
• Marketing campaign comparison

Pricing:

Plan Type	Details
Free Plan	Marketing & Analytics plan available at $0/month.
Free Trial	14-day free trial available.
Paid Plan (Form Tracking add-on)	Form tracking starts from $50/month (add-on price) on top of any plan.

9. Whatconverts

WhatConverts is a form tracking and lead management software designed for PPC and SEO professionals to capture and evaluate leads effectively.

It captures every web form submission and attributes it to its marketing source. It offers real-time insights into how forms perform, helping businesses identify which campaigns, keywords, or channels drive qualified leads.

With its seamless setup, you can select and track specific forms without the hassle of complex configurations, ensuring consistent and reliable tracking across your website.

Key features:

• Iframe form tracking
• Marketing Attribution
• Detailed form insights
• Customizable tracking
• Lead management
• Email alerts
• Google Analytics form tracking
• Append marketing data

Pricing:

Plan Type	Details
Free Trial	14 days of access to all features
Paid Plan	Starts from $30/month; Form tracking starts from $60/month

A customer experience as per G2 reviews: 

Calltracking is definitely a solution that enables all of our offline conversion tracking. Optimizing our ads with solid data from Whatconverts allowed our business to scale campaigns that actually bring us good returns. Whole Whatconverts CRM is very functional and easy to use. Connor is super helpful, and I just love this guy – more people like him, please!

Tomek P.
Head of Marketing

What results can you achieve with form tracking software?

Results achievable with form tracking software:

1. Increased conversion rates

Identifying friction points in forms helps website owners understand user behavior and pinpoint areas for improvement. This allows CRO teams to develop insights-driven hypotheses, such as placing labels above form fields, which can then be tested to determine their impact on creating a smoother user experience and boosting conversions.

2. Reduced form abandonment

Nearly 27% of visitors abandon forms due to their length and complexity, particularly in industries like travel bookings. Insights into where users drop off can help identify these friction points, enabling optimization to keep users engaged and reduce abandonment rates.

3. Improved user experience

Simplifying forms and removing unnecessary fields or steps makes the process smoother and more intuitive. For example, hard-to-navigate forms drive away 67% of users, highlighting the need for intuitive design.

4. Higher quality leads

By refining form design and ensuring mandatory fields are relevant, the quality of collected leads improves significantly.

5. Data-driven optimization

With detailed metrics like interaction time, hesitation time, and error tracking, decisions are based on user behavior, leading to practical improvements. By optimizing and creating easy-to-use forms, the rate of first-time submissions without errors can improve significantly—from 42% to 78%.

6. Enhanced business outcomes

Better form performance translates into increased engagement, improved lead generation, and higher revenue potential.

7. Integrated analysis

Form analytics works with other behavioral tools by offering detailed, form-specific insights beyond general user behavior. While behavioral tools provide a broad view of interactions on a page, form analytics dives deeper into form usability and performance, helping businesses optimize forms in the overall user journey.

Conclusion – Maximize your form performance with the right tools

Optimizing forms is more than a task—it’s a strategic approach to improving user experience, reducing abandonment, and increasing conversions. By leveraging the tools highlighted in this guide, you gain the insights and capabilities needed to identify friction points, make data-driven improvements, and deliver meaningful results for your business.

VWO Form Analytics provides a robust solution for understanding user interactions and refining form performance. In fact, VWO’s suite of advanced behavior analytics and integrated testing capabilities on a single platform empowers teams to implement impactful improvements and drive measurable growth.

Take a free demo and discover how the platform can transform your business.

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