Web Form Conversions are declining. That is the news which you either experienced or heard from your online marketing staff. Business Leads doesn't come the way it used to. Most people before contacting you have surely checked your web presence on at least two devices. So, mobile targeting is something you need to focus on. Here I must clarify mobile targeting doesn't simply mean ads on mobile. Even if someone is on desktop, if you don't have something for his mobile you are missing something.
Web Tracking and Conversion Figures are partially correct
The way businesses used to happen have changed considerably. First it changed in favor of online. That is why we considered everything online trackable. It laid the foundation of analytics and conversion tracking tools. Measurable ROI became the benchmark of online investment. Things changed with proliferation of different kinds of devices accessing web more conveniently. Desktops still rules the roost among all devices and we still consider it first deciding upon the layout of a webpage. However, a large part of decision making is influenced by mobile and other handheld devices which can serve you a webpage on the fly. No matter whether travelling, running, cooking or watching TV. If suggestion comes for spending a holiday somewhere, someone in the family is quick to look into details then and there and make an influence. Same is true with in an office. People are changing devices back and forth before coming to any conclusion & major part of it are not tracked!
Google claims, it extrapolates mobile data into All Conversion column, which you must take with a pinch of salt, but dismissing it altogether may too not be a wise idea given the fact Google owns Android platform which is used by a very big percentage of mobile users. So, we may assume Google knows which PC connects with which mobile and perhaps is capable of mapping and pairing them with clusters of devices used in decision making. Perhaps! Google too insists it is good for you if you believe this data. Its a Grey area and for those who are bogged into conversion data on dashboard its a bad news. Whole thing is too fuzzy.
You rather need to analyse things in larger perspective now. Just analyze it like other advertising program where you don't track outcome directly. To judge the success of ads you must look into the impact it generated on your overall business, ignoring what dashboard figure says.
Web form vs Mobile Forms
Forms served on mobile devices should be brief, intuitive and one which requires less typing, only then you can ensure they are not ignored. Also, make it limited to 3-4 fields max.
Form fill ups are still the most important part of conversions and gives you valuable insight about your prospects.
So, pull up your socks and give your mobile website a little bit more attention, everyday.