Marketo User Group: Forms, Forms, Forms

transcript

Sophia Farina, Marketo Certified ConsultantSophia@revenue2.comDavid Selhime, DesignerDavid@revenue2.com

● 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

Contact@Revenue2.com

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)

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.

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.”

Data Appending Services:

Real-Time Personalization

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.

Decrease Unsubscribe Rates

Before After

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 - Sophia@revenue2.com● Dave Selhime - David@revenue2.com

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&source=LEADSOURCE-NAMEContact@Revenue2.com

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 gar√ßons from The Noun ProjectBoxer by Sebastian Langer from The Noun ProjectMarketo User Guide by Josh Hill.