Formisimo

Formisimo, now operating as Zuko, provides advanced form analytics to identify points of friction in online forms and checkout processes. The company was founded in 2014 by Al Mackin and Tom New, who were motivated by the frustratingly poor user experience of web forms at the time. Mackin also founded the digital agency theEword in 2006, while New serves as the Chief Product Officer, rebuilding the platform from the ground up to unlock more value. The founders identified a gap in the market for an analytics platform specifically designed to understand user behavior within forms, leading to the creation of a prototype that would eventually become the Formisimo platform.

The company operates in the conversion rate optimization (CRO) and user experience (UX) analytics market. Its clientele consists of data-centric organizations and enterprise-level companies looking to improve online user experiences and increase revenue. Notable clients include Capital One, Experian, Sainsbury's Bank, and Uber. The business generates revenue through a subscription-based model for its Software-as-a-Service (SaaS) platform, with plans starting at £30 per month and enterprise-level solutions. A freemium model is also available, offering basic features for free with the option to upgrade to a paid version for more extensive use.

In March 2019, the company launched its next-generation platform, Zuko, which has now replaced the original Formisimo product. Zuko offers a more powerful and feature-rich solution for form analytics. The platform is installed via two simple JavaScript tags and automatically tracks user interactions with form elements. Its core function is to measure micro-interactions to pinpoint exactly where and why users abandon online forms. Key features include detailed behavioral data analysis, segmentation by custom metrics like basket value or marketing source, A/B testing capabilities, and a session explorer to view anonymized user journey timelines. The system also includes an alerting feature that monitors form behavior and notifies clients of potential technical issues that could impact revenue. This detailed insight allows businesses to make data-informed decisions to optimize their forms, reduce user frustration, and ultimately increase conversion rates.

Keywords: form analytics, conversion rate optimization, Zuko, user behavior tracking, checkout optimization, online forms, lead generation optimization, user experience analytics, SaaS, Al Mackin, Tom New, customer journey analytics, web analytics, data-driven marketing, enterprise software, cart abandonment, CRO tools, digital analytics, user interaction, financial services analytics, e-commerce optimization