Form Abandonment

Form abandonment is the share of users who started a form but left without submitting it: started-but-unfinished forms divided by all forms started.

Form abandonment lights up exactly where the conversion funnel is usually blind: between reaching a form and submitting it. The denominator is critical — it must divide by forms started (someone who interacted with at least one field), not by everyone who saw the page; taking all pageviews as the denominator inflates abandonment artificially because many never intended to fill it in. The metric's real value is unlocked at the field level: seeing exactly which field users abandon at (a national-ID or card-number field, say) points straight at the problem. Another trap is conflating abandonment with a validation error; sometimes the user does not abandon but the form refuses to submit, and the two have completely different fixes.