Form views and error data
Posted: Mon Dec 23, 2024 4:39 am
Using a Pardot form gives you more insight into how the form is performing.
If 1000 people view your form and you have only one submission, you can play around with different CTAs and reduce the form fields to increase your conversion rate.
If there’s an unusually high error rate, it tells you that you may need a looser criteria or should use a dropdown field, for example. It’s all about conversion.
Pardot forms on Pardot landing pages
Once you’ve built a Pardot form, you’ll be able to add it to any of your Pardot landing pages pretty easily. Remember, if a prospect completes a form on a Pardot landing page, the submission will show on the landing page report instead of the form.
Automate based on form views
As we have the form view data, it means we can how to call united states create automation logic around it. For example, if the contact form was viewed by a known prospect, do we want to notify someone? Or incrementally increase a field by +1 so we know how many times a prospect has viewed it? Maybe we just tag them for reference. The options are endless.
Pardot Form View Automation
Display Pardot ‘thank you’ content
If you want full control over the ‘thank you’ message prospect receives after submitting your form, then you’re going to want to host the forms in Pardot.
Things are constantly changing for marketers, so being able to control what shows in the ‘thank you’ message is important. You can quickly update it with promotions, invites to upcoming webinars, and maybe even stick some dynamic content in there to make it extra clever!
Tracking Pardot forms in iframes
The only drawback to Pardot forms is that they are slightly trickier to track in website analytics because they are inserted as iframes. Note that I said slightly trickier, not hard or impossible.
In fact, with Google Tag Manager and GA4 it’s much simpler than before, especially when you have a step-by-step guide to follow (psst, hit this link for the guide!).
So don’t let a fear of tracking prevent you from creating Pardot forms.
How to switch from form handlers to forms
If you’ve reached this part of the blog nodding your head and thinking, ‘Yes, I’m sold on Pardot forms” but you’re currently using form handlers, here’s how to make the switch.
Naturally, forms are a crucial marketing asset. You can’t afford to encounter errors or downtime, especially if they’re key for lead generation. Here’s how to approach a migration from form handlers to Pardot forms:
Document a list of every form on your website or digital platforms. List all of them and feel free to assign labels for purpose or level of importance in your marketing strategy. This will help later when working through the migration and double-checking you have created each and every form in Pardot.
Within that list, highlight any forms that collect confidential information or which need to post submission data to more than solely Pardot i.e. your ecommerce platform. These forms will continue to use Pardot form handlers.
In Pardot, systematically create your new forms by going to
Marketing > Forms > Add Form
Input the form name (don’t forget to use naming conventions), appropriate Folder (more here about using Pardot folders for better marketing), select your tracker domain, and choose a Campaign.
Hit ‘Next’ and input your form fields. At this stage, it’s easiest to work with your existing fields and add progressive profiling later.
Hit ‘Next’ to edit the ‘Look & Feel’ of your form.
Go ‘Next’ to add completion actions i.e. what you want to happen when a prospect submits a form. These can help with lead grading and can be completely customised using ‘Conditional Completion Actions’. Again, let’s not run before we can walk. Focus on migrating first and perhaps add a basic completion action, then work towards improving your form strategy!
Confirm & Save.
If 1000 people view your form and you have only one submission, you can play around with different CTAs and reduce the form fields to increase your conversion rate.
If there’s an unusually high error rate, it tells you that you may need a looser criteria or should use a dropdown field, for example. It’s all about conversion.
Pardot forms on Pardot landing pages
Once you’ve built a Pardot form, you’ll be able to add it to any of your Pardot landing pages pretty easily. Remember, if a prospect completes a form on a Pardot landing page, the submission will show on the landing page report instead of the form.
Automate based on form views
As we have the form view data, it means we can how to call united states create automation logic around it. For example, if the contact form was viewed by a known prospect, do we want to notify someone? Or incrementally increase a field by +1 so we know how many times a prospect has viewed it? Maybe we just tag them for reference. The options are endless.
Pardot Form View Automation
Display Pardot ‘thank you’ content
If you want full control over the ‘thank you’ message prospect receives after submitting your form, then you’re going to want to host the forms in Pardot.
Things are constantly changing for marketers, so being able to control what shows in the ‘thank you’ message is important. You can quickly update it with promotions, invites to upcoming webinars, and maybe even stick some dynamic content in there to make it extra clever!
Tracking Pardot forms in iframes
The only drawback to Pardot forms is that they are slightly trickier to track in website analytics because they are inserted as iframes. Note that I said slightly trickier, not hard or impossible.
In fact, with Google Tag Manager and GA4 it’s much simpler than before, especially when you have a step-by-step guide to follow (psst, hit this link for the guide!).
So don’t let a fear of tracking prevent you from creating Pardot forms.
How to switch from form handlers to forms
If you’ve reached this part of the blog nodding your head and thinking, ‘Yes, I’m sold on Pardot forms” but you’re currently using form handlers, here’s how to make the switch.
Naturally, forms are a crucial marketing asset. You can’t afford to encounter errors or downtime, especially if they’re key for lead generation. Here’s how to approach a migration from form handlers to Pardot forms:
Document a list of every form on your website or digital platforms. List all of them and feel free to assign labels for purpose or level of importance in your marketing strategy. This will help later when working through the migration and double-checking you have created each and every form in Pardot.
Within that list, highlight any forms that collect confidential information or which need to post submission data to more than solely Pardot i.e. your ecommerce platform. These forms will continue to use Pardot form handlers.
In Pardot, systematically create your new forms by going to
Marketing > Forms > Add Form
Input the form name (don’t forget to use naming conventions), appropriate Folder (more here about using Pardot folders for better marketing), select your tracker domain, and choose a Campaign.
Hit ‘Next’ and input your form fields. At this stage, it’s easiest to work with your existing fields and add progressive profiling later.
Hit ‘Next’ to edit the ‘Look & Feel’ of your form.
Go ‘Next’ to add completion actions i.e. what you want to happen when a prospect submits a form. These can help with lead grading and can be completely customised using ‘Conditional Completion Actions’. Again, let’s not run before we can walk. Focus on migrating first and perhaps add a basic completion action, then work towards improving your form strategy!
Confirm & Save.