#95 Analytics on form (with Alun Lucas @ Zuko Analytics)

Full show notes, transcript and AI chatbot - https://shorturl.at/hqFZ0

You can now watch this episode as a vodcast over on YouTube - https://youtu.be/-7WYFOk3dvc

00:00:00 - Introduction to Alan Lucas and form analytics
00:03:11 - Alan Lucas's background and Zuko Analytics
00:06:28 - Comparing Zuko with GA4 capabilities
00:10:03 - The problem of form analytics longevity
00:13:09 - The continuous need for form optimisation
00:18:49 - The value of a friction score metric
00:26:08 - The impact of tracking limitations on form analytics
00:28:09 - Generative AI and it's potential impact
00:32:05 - The future of form analytics and automation
00:36:01 - The use of forms for qualitative data collection
00:37:47 - Rapid fire questions with Alan Lucas

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Episode Summary:

In this week's episode of The Measure Pod we spoke with Alun Lucas, the Managing Director at Zuko Analytics. We spoke specifically about webforms, and the optimisation tool Zuko has built to help businesses get a better understanding of when, where and why visitors abandon forms. We also discuss the potential impact of AI on forms, and the benefits of using a dedicated tool as opposed to GA4.

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Quotes of the Episode:

"...What we tend to look at is more a difference in behaviour between cohorts and the you know, the base cohort we look at is the cohort of people who are successfully completing a form and the cohort of people who abandon the form. And if you see a significant difference in behaviour between those two, and I mean statistically significant, then you've got an indicator there's a problem." - Alun

"...I think for me, it would be quite important to be able to view the sub metrics that are being used to make up that quasi-metric, because if you just get that frustration score and you don't know what's contributing to it, you could then make the wrong conclusion." - Dara

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About The Measure Pod:

The Measure Pod is a weekly podcast hosted by veteran practitioners of the marketing and product analytics industry. Join Dan and Dara from Measurelab, Bhav from CRAP Talks and the occasional guest on their quest to make sense of the analytics industry, and have some fun along the way.

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