Why does Zuko focus just on forms?

Zuko focuses on forms for two main reasons:

1. Forms are such an important part of the customer journey, we believe it is vital to understand user behaviour in them fully. Almost every customer journey involves a form. Almost all of the value generated by a website comes from people completing forms. Imagine if your websites' forms all broke at the same time for weeks. You might still make some offline sales, but we're sure that your business would be in trouble. Similarly, a good form journey and experience can transform the fortunes of a business. By improving the conversion rate of an online form, a company can sell more, make more effective use of its marketing budget, and importantly offer a customer a better experience when interacting with their brand online. It's because of this importance that we believe you need the best product possible to help you understand and improve those online forms.‍
2. Forms are often complicated from a code standpoint, and therefore often difficult to track technically. Forms are built in an almost infinite number of ways when it comes to the code that is used to build them, which makes them particularly difficult to track and makes it even harder to make sense of the data. Many of the products listed above will break if your form is anything other than simple. Because we only focus on forms, we've spent the time and effort needed to build Zuko so that, no matter how your form works, we can track it and show you insightful data and metrics. So whilst some products may claim to offer form analytics, you may find that you cannot use that piece of functionality at all. With Zuko you always know that you're paying for something that works, and does the job it is intended to do.

‍

Why would I use Zuko instead of something that offers more?

Other than the reasons listed above, we believe that many organisations want the best tool for each job. For companies who know that their forms are a vital part of the future success of the company, we know that getting 'a bit' of insight is not enough. Zuko reliably and consistently uncovers insights about customer behaviour in online forms, and only a specialist tool can do that.

We see Zuko as a steak knife (brilliant at doing one thing) against the Swiss army knife approach (do a lot of basic things) of the other tools in the market.

It doesn’t have to be an “either-or” situation though. Many of our clients add Zuko’s superior form analytics capabilities to one of the “jack-of-all-trade” UX tools to give themselves breadth and depth - the best of both worlds.

Other companies have taken a similar approach:

• Optimizely does not offer session replay, it does A/B testing and personalisation really really well.
• Google Analytics does not offer heat maps, it does webpage analytics really really well.
• Zuko does not do Session Replay, it does form analytics really really well.

‍

How do I know if I need Zuko?

Of course we believe everyone should be making their online forms better through data, but we also understand that for some businesses this is even more of a priority. If the forms on your site fall into one of more of these categories then we think you should be using Zuko immediately:

• Your forms are long, complex and cannot be shortened by simply cutting fields
• Your business is in a competitive market, with lower brand loyalty than you'd ideally want
• You cost per acquisition is higher than you'd like
• The lifetime value of your customers is high (so each additional customer is very valuable to you)
• Your business cannot be successful without people filling out online forms