Use Web Behavior Tracking to increase webform completion

Please note: this article assumes Web Behavior Tracking has been installed. It also assumes some familiarity with using and applying segmentation, and more specifically familiarity with Web Behavior Tracking and Web Behavior Tracking segmentation, as well as using the program builder.


You can use Web Behavior Tracking to identify contacts who have visited and browsed webform pages on your site but haven't signed up; you can then automatically target these contacts to encourage their webform completion. These 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.

Using 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).
  • Firstly, use the program builder to create a simple program, which will automate the process for you. Set your program to enrol daily (although it could be less often, if you wish) and add an enrolment rule which triggers from a segment.

  • As mentioned above, your process and form may well involve multiple pages, in which case the comparison operator 'starts with' is best to use (see screenshot below). Using 'starts with' means you will not only include those who have visited your initial signup form page but you'll also include those visitors who have started to fill the form in, progressing to any other pages, but have then abandoned the form mid-process for some reason. 

  • Exclude those browsers who have visited your conference signup confirmation page, and thus have completed the signup process.

  • 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 they'll get your campaign once, when scheduled, as they will only get enrolled once and will then exit the program.

  • Activate your program.

  • Your campaign will get 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 (e.g. a quick and easy sign up process, confirmed schedule and times, conference pricing structure, travel details, accommodation tips, testimonials from previous attendees).

    You could even incentivise their signing up by making an offer via 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 proaction, your communications with them, plus 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.

And 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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