Insights
Your customers, telling you what is missing
Analytics tell you how many people came. They cannot tell you what those people wanted. Every chat is a record of somebody saying that out loud, and Formala keeps count: what got asked, what turned into a lead, and what it had no answer for.
The dashboard is on every plan. Learning from the questions it could not answer starts on the Starter plan.
Conversations
1,204
last 30 days
Leads captured
812
67% of chats
Conversion
67%
left contact info
High priority
143
flagged urgent
Two reports on the same month.
Four hundred people came to your website last month. You are trying to work out what to change.
Last 30 days
- Visitors
- 412
- Pages per visit
- 1.8
- Bounce rate
- 61%
- Top page
- /services
All true. None of it tells you what to do on Monday.
- You know how many arrived, not one thing any of them wanted.
- Sixty-one percent left, and the number will not say why.
- So the FAQ stays whatever you guessed it should be a year ago.
Questions it could not answer
- Do you take card on site?
- asked 31 times
- Are you insured for listed buildings?
- asked 18 times
- Do you charge for a quote?
- asked 12 times
Deduped and counted, most-asked at the top.
- Thirty-one people wanted one fact and nobody had written it down.
- That is not a guess about your customers. It is a transcript.
- One click turns any row into an answer it gives from then on.
The list that closes itself
Your FAQ, written by the people who needed it.
Every question Formala could not answer is kept and counted, so the ones worth your time float to the top on their own. Answer it once and it stops being a gap for everybody who asks next, and the row leaves the list. The list is meant to shrink.
March
- Do you take card on site?31
- Are you insured for listed buildings?18
- Do you charge for a quote?12
- How far out are you booking?7
Two of these were worth an afternoon. You wrote the answers once.
April
- Do you charge for a quote?9
- Can you work around a tenant?4
Answered rows are gone, not sitting at zero. One new one turned up.
A report you read forever. A gap list you are trying to empty.
Insights, in three parts
Conversations, leads and conversion
On one screen, per form, over the last week, month or quarter. The number that matters is what share of chats ended with contact details.
The questions it could not answer
Deduped and counted, most-asked at the top. It is the closest thing there is to your customers writing your FAQ for you.
One click to close the gap
Promote a question into the form's answers, with a drafted reply you can edit first, and it stops being a gap for everybody who asks next.
Worth knowing. The gap list itself needs the Starter plan or above. On Free you still see how many there are, which is enough to tell you whether it is worth having.
Insights: the questions people ask
No. Analytics counts visits. This counts conversations, and it can show you the sentence somebody typed just before they gave up.
Insights works with
Pricing
Simple pricing. Every core feature included.
10 conversations a month free, no card. The free plan keeps a small “Powered by Formala” line on the widget, and any paid plan removes it. Every plan has every core feature. Bigger plans add volume, and then Starter adds your own help center and learning from real chats; Growth adds team seats; Pro adds the AI follow-up engine and sending from your own domain; Business adds auto-sent AI replies. How billing works →
Free
$0/mo
10 conversations / month
no card, ever
- Every core feature
- Formala badge stays on the widget
Starter
$19/mo
150 conversations / month
about 13¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
Growth
$39/mo
400 conversations / month
about 10¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
- Team seats
Pro
$79/mo
1,000 conversations / month
about 8¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
- Team seats
- AI follow-up engine
- Send from your own domain
Add voice: let visitors talk to it out loud
A microphone in the chat. Visitors speak instead of typing and hear the answer back, and you get the same transcript and the same lead as any other conversation. Works with any plan, on as many forms as you like.
$59/mo200 spoken minutes a month
Not sure what something does? Every feature, explained in plain English →
Every plan starts on the free one: no card required, cancel anytime. If Formala catches one job you'd have missed, it's paid for itself.
Priced for small businesses, not enterprises.
You get the qualifying, structuring, and follow-up you'd expect from tools that cost far more, at pennies per conversation.
| Formala | A plain contact form | Chat / chatbot suites | |
|---|---|---|---|
| Turns vague visitors into qualified leads | — | Limited | |
| Clean, structured leads, no transcripts to read | Limited | — | |
| Answers 24/7 and follows up on its own | — | Limited | |
| Live in minutes. One line, no code or setup fees | Limited | — | |
| Your brand, no “powered by” badge (any paid plan) | Limited | — | |
| Typical cost | From $19/mo · ~6–13¢ a chat | Free, but converts like a form | ~$30–130/seat + ~$1 per AI chat |
You pay less at every size
| Chats / mo | A comparable AI form tool | Formala |
|---|---|---|
| 250 | $59/mo | $39/moGrowth · 400 a month |
| 500 | $98/mo | $79/moPro · 1,000 a month |
| 2,000 | $330/mo | $149/moBusiness · 2,500 a month |
Up to ~2.5× cheaper per conversation, and it does more.
Other tools' prices reflect major providers' publicly listed rates (AI form tools by conversation tier; live-chat suites per seat plus a per-AI-answer fee) and may change, so compare current plans before deciding.
Stop losing the visitors who almost reached out.
Set Formala up in the time it takes to read this page.
Start freeNo card required · cancel anytime · your data stays yours