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Use Web Behavior Tracking to increase webform completion
Use Web Behavior Tracking to increase webform completion

Identify contacts who have visited and browsed webform pages on your site but haven't signed up.

Gareth Burroughes avatar
Written by Gareth Burroughes
Updated over a week ago

Forms could be anything from a product trial, conference/seminar attendance confirmation, asking for a quote, to general signup and subscription forms.

For example, you're hosting a big conference which is just around the corner, one which will be really beneficial for your potential delegates to be at. You want to maximise the attendance as much as possible and make sure numbers are high, convincing those browsers who may be interested that they really don't want to miss out.

Before you start

Use Web Behavior Tracking

You can use Web Behavior Tracking to identify browsers who have visited your conference signup page or signup pages (after all, your process and form may well involve multiple pages).

You can use the program builder to create a simple program to automate the process for you.

To do this:

  1. Create a new program.

  2. Set your program to enrol daily (or less often, if you prefer) and then add an enrolment rule which triggers from a segment.

  3. Create a segment which identifies contacts who have visited your sign up page. Exclude those who have reached the confirmation page, meaning they completed the sign-up process.

  4. For your program's enrolment limit, the setting Enrol contacts in program only the first time they meet the start criteria is probably the most appropriate for this. It means contacts get your campaign only once.

  5. Add a campaign node that sends a campaign encouraging contacts to complete the sign-up form.

  6. Add an exit node.

  7. Save and Activate your program.

Your campaign is automatically sent out to the contacts that satisfy your enrolment rules, setting out all the benefits of attending the conference, plus any other key points or extra details that could sway them.

You could even incentivise their signing up by making an offer in the campaign. It may be the case that a lot of this material is already on your website - but there's nothing like getting it directly into the inboxes of those who could be interested.

Analysing results

You convert a good number of visitors who had browsed your conference signup page into fully fledged attendees. Not only that but they end up impressed by your proactivity, your communications with them, and your enthusiasm for the event. They also have a better impression overall of your business. Their connection with you, and engagement, has improved - which is likely to increase their loyalty and spend with you in the long term.

Don't forget

This Web Behavior Tracking program model, which could of course include greater complexity, can be applied to any type of webform page on your site, providing a useful tactic to help reduce your webform abandonment rates.

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