The design of forms on your website is far more important than you might think. Make a small mistake and people may well abandon a valuable sale and go to your rival instead.

Manchester-based Formisimo fights this problem with a product that can be simply described as ‘Google Analytics for web forms.’ Where are people abandoning your forms? What field slows them down? Formisimo highlights the roadblocks and helps its customers get rid of them.

In the past two years, Formisimo has gone through Seedcamp’s internationally-respected early-stage acceleration programme, raised two rounds of funding and become a Northern Stars 2015 winner. Now the team has taken its learnings and built its next product, Nudgr.

Hear their story in this video:

Related: M14 Industries – from spoof landing page to one of the North’s most talked about startups