KPI · Move higher
Form start-to-completion rate
Share of form starts that result in a successful submit, segmented by new vs. returning visitors.
Form completion is the canonical funnel-bottom metric. Premature-conversion patterns often depress it among first-time visitors while leaving returning-visitor numbers intact — segmenting catches that.
Pair with step-level drop-off to localise where in the form intent collapses.
How patterns use this KPI
| Pattern | How it's instrumented | Why it matters there |
|---|---|---|
| Inside-Out Design | setup_start -> setup_complete, segmented by selected path and expertise proxy | Early expert choices and credentials depress completion when users do not yet know which path fits. |
| Premature Conversion | form_start -> form_submit, segmented by new visitors | Premature asks depress completion when curiosity clicks are misclassified as intent. |