marketo user group: forms, forms, forms
DESCRIPTION
The April Denver Marketo User Group presented by Revenue2 on the best practices of Forms 2.0TRANSCRIPT
Sophia Farina, Marketo Certified [email protected] Selhime, [email protected]
● Best Practices● Forms 2.0 vs. Forms 1.0 (Original)● Demo 1: Increase Form Conversion
Rates with Progressive Profiling● Demo 2: Decrease Unsubscribe
Rates with Management Subscription / Preference Center
Forms, Forms, Forms
Forms - Best Practices
Keep it Consistent
Who: Assigned team member What: Set of standard formsWhen: Campaign developmentWhere: Design Studio
Real Uses for Forms:
Form Name Why Level of Detail Requested
Trade Show Form For registering leads for Trade Show meetings
Medium
Standard Form Any content sign up (Content Program)
Low
Standard Form Progressive
A progressive version Progressive
Roadshow Registration
Event sign ups require more detail in most cases.
High / Progressive
Webinar Registration
Quick form for online events
Low / Progressive
Newsletter Sign Up For a newsletter or blog email sign up.
Low
Subscription Managementaka Preferences
The enhanced and required email preferences form.
Special
Unsubscribe Marketo’s default Unsubscribe Form
Default, email.
Graph from Josh Hill
Naming and Organizing
Follow a Naming Convention
http://www.marketo.com/software/personalization/form-completion/
“MarketingExperiments found a 188% increase in lead generation by minimizing the number of fields in a
form.”
Forms 2.0 vs. Forms 1.0 (Original)
Field Design and Logic Capabilities
Field Details Forms 2.0 Form 1.0 (Original)
Label with Rich Text
Additional Field Types with Validation Rules
Label & Field Width
Instructions
Hint Text
Default value
Is Required?
Visibility Rules
Form Pre-fill (field-level)
Form Design and Logic Capabilities
Form Settings Forms 2.0 Form 1.0 (Original)
Themes
Language
Locale
Progressive Profile
Label Position
Font Family
Font Family - Google Fonts
If Known Visitor, Show: Form or Custom HTML
Forms Design and Logic Capabilities
Form Settings Forms 2.0 Form 1.0 (Original)
Social form Fill*
Dynamic Follow-up Page
Responsive Design for Mobile screens
*Community help article on which fields are retrieved by each Social Network: https://community.marketo.com/MarketoArticle?id=kA050000000L7y0CAC
Demo 1
Demo 2
Demo 1: Progressive Profiling
Features: Benefits:
New Field Type: Email Checks for bad email syntax.
New Form pre-fill (field level) Provides greater user control at the field level.
New Visibility Rule Provides greater user control to only display relevant fields by the visitor.
Hidden Field Allows you to pass tracking and campaign-specific information that is not visible to the web visitors.
New Form theme Increases user productivity by providing pre-built form themes.
Progressive Profiling Enables you to decrease the number of fields the visitor has to complete prior to submitting the form.
Go to fill out a form on a landing page for a webinar. The form asks for name, email, company name, and country. After country is selected, then state becomes a choice for selection. Lastly, phone number is needed. Then submit.
After the form is submitted, the registration success landing page populates. The form information is stored in Marketo.
Next Month, you go to sign up for another webinar. As you go to the registration form, all fields are already filled out besides Job Title.
The progressive profiling way to ask for slightly more information every time. To keep customers active and...
INCREASING CONVERSIONS!
Demo 2: Subscription Management / Preference Center
Features: Benefits:
New Fieldset Provides greater user control for improving design and usability.
New Preview Increases user productivity by providing quick access to preview changes as you build.
New Embed Code Provides user the ability to quickly copy the form embed code for the web team use.
Increase Forms Conversions
Graphic by KISSMetrics
Avoid asking for too much information up front.
Ask yourself: What’s the minimum information required?
Then use Progressive Profiling to gather additional information overtime as people interact with your content.
Form 2.0 - CONS :(
● Fields do not pre fill on non-Marketo landing pages. Like this idea in the Marketo Community(https://community.marketo.com/MarketoIdeaDetail?id=08750000000JbsVAAS)
● Embedding forms for responsive design, not so drag and drop
● Cannot track conversions when form is embedded in a landing page because Marketo will not “see” the form
Form 2.0 - PROS :) ● Removes common JavaScript and CSS workarounds
○ Conditional Logic for follow-up landing pages○ Dynamically toggle visibility of a field based on field
choice.● Mask input for phone numbers● Progressive profiling made simple● WYSIWIG for label and field widths● Fieldsets made easy● Custom HTML for known leads● Multi-column forms● Placeholder text● Field hints● Fonts by Google● Easy embed code● Follow up page choices
Questions….
Thank You!
Contact Us● Sophia Farina - [email protected]● Dave Selhime - [email protected]
Backup slides include:● Details about the new features● Resources & Acknowledgements
Form Editor - Original View
Form Editor - 2.0 View
Forms - 2.0 Overview •Give Your Forms the Visual Makeover They Deserve•Conditional Visibility and Follow-up page Logic•Easily Embed Forms on your own landing pages
Form Fields – Rich Text Option
Buttons with style –
Form Themes – 7 to Choose From
Easily view theme CSS to manipulate the look and feel
Clicking on the gear icon brings up option to view theme CSS or add your own under custom CSS
Form Layouts - Columns with Ease
Conditional Visibility of Fields
SettingsNew Features● Form Locale● Font Family● If known visitor,
show:● Social Form Fill● Advanced Follow up
Page Logic
Social Sign On
Enable leads to use social profiles
Uses profiles from Facebook,Twitter or LinkedIn.
Follow Up Page Logic
One Event, many channels...Auto Populating Source Data
Hidden Fields and URL Parameters
Using URL Parameters eliminates multiple landing pages and adds the ability to use a Smart List to pull Leads from a program who match URL Parameter criteria.
http://go.yoursite.com/some-page/page-name.html
?PS=some-referrer&[email protected]
Hidden Fields with URL Parameters
1. Select your field2. Field type = hidden 3. Click on the field to bring up the field dialog box
1. Select your default value 2. Choose URL Parameter 3. Fill in the parameter with the appropriate source
Additional Resources/CreditsBest Practices for form building and collecting datahttp://www.marketingrockstarguides.com/marketo-form-best-practices-1219/
Marketo’s Forms 2.0 releasehttps://community.marketo.com/MarketoArticle?id=kA050000000LH5jCAG
Set a form field to hiddenhttps://community.marketo.com/MarketoArticle?id=kA050000000LH7zCAG
URL Parametershttps://community.marketo.com/MarketoArticle?id=kA050000000LH7uCAG - url-parameter
Countries Listhttps://community.marketo.com/MarketoArticle?id=kA050000000LHlUCAW Higher Conversion. Richer Datahttp://www.marketo.com/software/personalization/form-completion/
Additional Resources/CreditsJavascript solution for responsive formshttps://community.marketo.com/MarketoDiscussionDetail?id=90650000000PjXkAAK
Edward Unthank Responsive form solutionshttp://resources.yesler.com/responsive-marketo-landing-page-template.html
Embedding raw form code on pageshttps://community.marketo.com/MarketoDiscussionDetail?id=90650000000PmypAAC
Using the lightbox form approachhttps://community.marketo.com/MarketoDiscussionDetail?id=90650000000PlKsAAK
The Seven Deadly Sins of Landing Page Designhttp://www.slideshare.net/kissmetrics/the-7-deadly-sins-of-landing-page-design
Marketo Community Resources Images from The Noun Project Check Box by Hrag Chanchanian from The Noun Project, Statue by Joris Hoogendoorn from The Noun Project,Strength by Brennan Novak from The Noun Project,Glasses by Slava Strizh from The Noun Project, Signpost by Juan Pablo Bravo from The Noun Project, Column by les vieux garçons from The Noun ProjectBoxer by Sebastian Langer from The Noun ProjectMarketo User Guide by Josh Hill.