How Track Assistant increased registration form conversions by +40% with Exatom

About Track Assistant

Track Assistant supplies car trip registration solutions. Drivers register their trips with a smartphone app, and every trip is synced automatically with an online platform for reporting and back-up. Trips can be registered manually, semi-automatically or completely automatically.

The service is offered to individuals and to companies with a fleet of cars, for individual use as well as for car sharing. New customers sign up through a registration form, which gives them their first month free.

The challenge

Visitors reach the registration form by clicking the Register button in the top menu. That click is a clear signal of intent. Yet in March 2021 the form’s start rate was below 28%: fewer than 3 in 10 visitors who clicked Register went on to fill in the first field.

Track Assistant was missing more than 70% of its potential customers before they had typed a single character.

• The loss happened before the form, not in it. Visitors who had asked for the form left without starting it, so no individual field was to blame.
• The first month was free. Visitors did not have to pay to start, yet most still did not begin.
• Their previous analytics setup had stopped. The forms and funnels reporting Track Assistant had used was discontinued at the end of the previous year.

The objective was to get more of the visitors who clicked Register to start the form.

The solution

Track Assistant took on Exatom, which it saw as the replacement for the forms and funnels reporting it had lost. With the start rate measured, the team tested one of Exatom’s motivational widgets on the registration form: a short message next to a field, designed to give visitors confidence. Exatom now calls these Smart Nudges.

The message was set up in the Exatom platform and ran through April 2021, so the start rate in April could be set against March, when the form ran without it.

How Exatom helps Track Assistant

Measuring how many visitors actually start the form

Form analytics counts every visitor who lands on the form and every visitor who interacts with its first field. For Track Assistant, that gave one clear number: an average start rate of 27.8% in March. The problem sat at the very first step, before any field-level friction could play a part.

That narrowed the question. When visitors who asked for a form do not start it, better validation or clearer labels will not help. The visitor needs a reason to begin.

Answering the doubt before the first field

Because the drop-off came before anyone had typed, the team chose a message that appeals to trust. The Smart Nudge told visitors two things: that no payment details were needed to start the free month, and that more than 10,000 customers had registered before them.

The trust message next to the first fields of the Track Assistant registration form. Both points were chosen to give visitors confidence before they commit: starting costs nothing, and many others have already signed up.

Showing the message the moment the page loads

A message that waits for hesitation or an error comes too late when visitors leave before touching a field. The team therefore used the Pageview trigger, so the message appeared as soon as the page had loaded, right next to the first fields.

Average start rate of the registration form: 27.8% in March without the message, 50.9% in April with it.

The results

• +40% more conversions on the registration form, because more of the visitors who clicked Register actually started filling it in.
• Form start rate up by more than 80%, from 28% in March to 51% in April, after a trust message answered the visitor’s doubts on page load.
• One message, one trigger, set up in the Exatom platform and shown next to the first fields.

For Track Assistant, the motivational message was something its previous analytics setup had never offered. Exatom started as a replacement for lost reporting and became a way to act on what that reporting showed. The message is an additional feature on top of the analytics, and on the registration form it clearly showed its value.

What’s next

The start rate was the first bottleneck. With more visitors now in the form, the next place to look is inside it: which fields make visitors hesitate or abandon between the first field and the submit button. Session replay would show the sessions behind any field that starts to underperform, and Autofixes could correct technical friction such as the wrong mobile keyboard without a developer.

The trust message itself can also be tested further, for example in A/B variants with different wording, the way INNO tested several Smart Nudges on its checkout. Eureka, Exatom’s AI CRO assistant, would suggest which fields need a nudge and what it should say. These are suggestions, not deployments. To see what this looks like on your own forms, check the pricing or book a demo.