A shopping mall receives thousands of visitors in a single day. And keeping a track of every customer and their choices is definitely an impossible task. Likewise, monitoring visitors to a website is difficult. However, with the help of forms, the website owner can understand the visitor pattern, their needs, the peak time and much other information. Forms have to be interesting, engaging and overall it should help with conversions.
Marketing automation focuses on various tools and techniques that improve conversion rates. Marketing strategies can be automated and it can lead to efficient results.
But do you know how marketing automation works for the companies? Do forms hold any role in the process of marketing automation? Yes, both marketing automation and forms go hand in hand for effective conversion rates. However, for obtaining better results, it is important to track the forms in marketing automation.
Here are some effective tips for tracking forms in marketing automation.
Track the form viewers
No matter whether you are dealing with sending links of your form through emails, posting the links on social sites, or use forms in a standalone page of your website or blogs, it is important to track the number of visitors or viewers who are interested in filling the forms. For this, track each and every link placed on the internet. Track the number of visitors on every platform to analyze and increase the viewers and conversion rates.
Entries or Forms?
Each and every ‘field’ filled or ignored by the users are known as entries. ‘Entries’ are the data that are collected for further processing. Every form has a list of fields and the business owners expect an entry for each field. With a detailed form of analytics, businesses can understand the usefulness of the forms, the number of entries they receive. This will help them to make the required changes to improve their effectiveness.
Look for entry completions
The tools not only help you with the platforms from where entries are obtained but also help in knowing the number of people who are not filling the forms completely. Of course, you cannot expect every visitor to fill the form 100%, but with the help of tracking reports, you can definitely reach to the reasons, modify the areas and help the company in converting more and more qualified leads. This happens mostly in the case of payment request forms, contract agreement forms, etc.
Oops! Abandoned forms
Yes, it is true. Not every visitor would stop by and give a minute in filling the forms. Such forms are called abandoned forms which are not filled and submitted by the visitors. Tracking such abandoned forms would also be a good initiative in making required changes in the form. Some companies use the feature of reference drop-off which helps in determining the last active time of the visitor who abandoned the form. If the rate determined is too high, it is the right time to look over the form again and make it effective and interesting too.
When tracking of forms is done properly, the companies can easily track the performance of the field. This kind of tracking would help the companies in determining the forms that are mostly filled out by the visitors, the forms that are causing issues, the areas liked more by the visitors, the fields left untouched by the visitors, etc. which can later be optimized for improving the results of the forms. By determining the performance of the forms, it would be easy to know the health of the forms which helps in making required changes when necessary.
Interaction time period
Just as it is important to know the number of visitors attending the forms, it is also important to know the time they give to the form, the interaction period. People generally avoid answering or filling long forms that consume more than 2 to 3 minutes. Hence, it is necessary for the companies to track the time the visitors are giving to the form and filling it. For better results, avoid lengthy forms with various fields in them. This might slowly reduce the number of visitors increasing the number of entries.
Where did the visitors come to know about the forms? Was it through an ad on social sites or through your website? For the companies, it is important to know the sources that brought visitors to the form. When the effective sources are known, the companies can focus on those resources that receive maximum traffic to the website. If the traffic is derived from social sites, the companies would focus primarily on social ads which would add to the traffic derived from the forms there.
References are the best way to grow the business. Pleasing the customers with outstanding products and services increase references. In a business point of view, it is important to track the references. You can request the visitors to recommend your business to others or ask them who referred them. This will fuel up the business to a great extent. When the referrals are obtained, you can also increase your efforts of impressing them. This adds to your business profits!
Know your marketing automation strategy, track the forms and know the health status and effectiveness of your business by constant tracking and improvement. It is important to know the do’s and don’ts to be successful.