How to see which Typeform forms convert best

The quickest way to see which Typeform forms convert best is the Insights tab on each form's Results page. It shows how many people viewed the form, how many started it, how many submitted it, the completion rate, and the average time people took to finish. Typeform also shows how many people left at each question, which tells you where a form loses people. If you want to know where respondents came from, you can add hidden fields that carry a campaign or page name into each response, or send form activity to Google Analytics from the form's settings.

Those numbers answer one question well: of the people who saw this form, how many finished it? But they leave two gaps. Insights works form by form, so comparing ten forms means opening ten forms and copying the numbers into a spreadsheet yourself. And a submission counts the same whether it came from a buyer at a company you'd love to sell to or from a student testing the form. The form with the best completion rate is often the one asking the least of people, which is also the one telling you the least about them.

So a good answer to "which form converts best?" has two halves. The first half is how many visitors finish each form. The second half is how many of those finished responses came from people you actually want. A form that turns 2 percent of visitors into qualified leads is worth more than one that turns 30 percent of visitors into email addresses you'll never sell to.

Kite does both halves. It reads every form's responses, judges each respondent against what it knows about your customers, brings in the visit counts behind each form, and tells you which forms to promote, which to fix, and which to retire.

Start by asking Kite in Slack which forms are working:

"Which of our Typeforms brought in the best leads last quarter?"

Or point it at a decision you're trying to make:

"We're driving paid traffic to the pricing quiz and the demo request form. Which one should get the budget?"

Kite is an AI marketer in your Slack. It researches your business, builds a growth strategy, and ships the work that brings you new customers. By the time you ask, it already knows your ideal customer profile, your current customers, and your competitors from that research, so it can judge a respondent without a long brief from you. It proposes how it will define a useful lead, such as a work email at a company of the right size in a market you sell to, and you confirm or adjust that definition before it starts.

You'll need to connect your Typeform account through OAuth, because Typeform isn't one of Kite's built-in tools. When the task needs it, Kite sends a connection link in Slack and you sign in to Typeform to approve access. To include how many people saw each form, Kite also uses the analytics for the pages where your forms live: the built-in analytics on a site Kite hosts, or a connected account such as Google Analytics or PostHog. If you'd rather use Typeform's own view counts, share a screenshot or export of each form's Insights tab in the Slack thread and Kite reads it from there.

Kite starts by listing every form in your Typeform account and sorting out what each one is for. It reads each form's title, workspace, and full setup, including its questions, logic, and welcome and thank-you screens, then groups the forms by the job they do. A demo request form, a pricing quiz, a webinar registration, a newsletter signup, and a customer feedback survey each have a different idea of success.

Grouping matters because comparing a three-question newsletter form with a ten-question demo request form tells you nothing useful. Kite compares forms that do the same job against each other, and it compares the lead-capture forms as a whole by the number of useful leads each one produces. Feedback surveys and internal forms stay out of the ranking unless you ask for them.

Kite pulls each form's responses for the period you asked about and counts how many were completed. Each response carries the time the person landed on the form and the time they submitted it, so Kite can also see how long people take to finish and whether a form takes far longer than its questions should require.

When your Typeform account keeps partial responses, Kite reads those too. A partial response holds the answers someone gave before they stopped, so the last question answered shows where they left. Kite counts those stopping points across all of a form's partial responses. When one question accounts for most of the people who give up, such as a required phone number or a long free-text box, that question is usually what's holding the form back.

To turn completions into a conversion rate, Kite needs the number of people who saw the form. It takes that from the pages each form sits on, using your site analytics, or from the Insights numbers you shared. A form linked from several places gets the visits from all of them, so Kite checks where each form appears before it does the math.

Kite reads the answers in every completed response and judges each respondent against your ideal customer profile. It looks at the answers that say who the person is, such as company name, work email domain, role, team size, and budget or timeline questions. Where those answers are thin, it researches the company behind the email domain to fill in its industry, size, and location.

Each respondent gets a fit score from one to five, with a short reason, such as "Marketing lead at a 60-person logistics software company, asked for a demo this month." A personal email address, a competitor's domain, an existing customer, or an obvious test entry is marked as such rather than counted as a new lead. Kite also reads the hidden fields on each response when your forms use them, so it can tell which campaign or page each useful lead came through.

Kite ranks your lead-capture forms by the useful leads they produce for the traffic they get, and it shows completion rate beside that so you can see where the two disagree. That disagreement is usually the most important finding. A quiz that many people finish but that mostly attracts freelancers outside your market ranks below a demo request form that fewer people finish but that brings in companies your sales team wants to call.

Kite also says when a form doesn't have enough responses to judge. A form with eight submissions might look like the winner or the loser by chance, and Kite tells you how much more traffic it would need before the comparison means something, rather than ranking it with false confidence.

For each form that's underperforming, Kite names the likeliest cause and proposes one specific change. The cause usually falls into one of three kinds:

• The form loses people partway. Kite points to the question where most people stop and proposes a fix, such as making it optional, moving it later, or replacing a long text box with multiple choice.
• The form attracts the wrong people. Kite proposes adding a qualifying question, such as company size, so poor fits get a different thank-you screen and a different follow-up.
• The form is fine, but the page around it isn't. When few visitors start the form at all, the problem is usually the page, and Kite says so instead of changing the form.

When you approve a change to a form, Kite edits the live form in Typeform, including its questions, order, logic, button text, and thank-you screens. It edits only the parts it's changing. Removing a question in Typeform also removes the answers already collected for it, so Kite tells you before it removes one. When the cause is the page around the form, Kite can rewrite and publish that page on a site it hosts or through a connected website platform, after you approve it.

When the analysis is done, Kite posts a summary in the Slack thread where you asked. It names the form that produces the most useful leads, the form that most needs work, and the single change it would make first. The full ranking comes with it as a table, so you can scan every form without opening Typeform. If the comparison is too large for a Slack message, Kite can publish it as a dashboard at a stable link that refreshes its numbers when you open it.

After you make a change, Kite reads the form's new responses over the following weeks and compares them with the period before, so you can see whether more people finished and whether more of them were worth having. If you want the ranking regularly, ask Kite to repeat the job every week or month, and it posts each update in the same thread.

When Kite finishes, you have a ranking of your forms that reflects the leads they produce, along with the reasoning and the next change for each.