PARDOT FORMS
– Given a scenario, identify the capabilities and limitations of Pardot forms:
- Allows you to see how successful or active a form has been on your site, giving you insight into the total number of views, submissions, and conversions related to that form.
- Form Wizard lets you create a customized form in seconds.
- Use forms on your website to collect information about visitors and turn anonymous visitors into identified prospects.
- Standard Edition accounts are limited to 50 active forms.
- Conditional fields: fields that display if visitors choose a specific value on another field.
- Styling: Pardot’s form wizard has built-in options to customize your form’s styles. It also has the option to style with custom CSS.
- Actions: as soon as your prospect completes a form, you can send autoresponders, add to marketing lists, and notify users with completion actions.
- Reporting: Reporting ins and outs, and how to see your form’s performance – whether the form is on a Pardot landing page or on your own website.
- Redirects: redirect form submissions to a specified page (ie Thank you page). Supports dynamic redirecting.
- SSL and Bot Protection supported.
– Pardot Forms vs Form Handlers:
- Each of the following Features will be handled by a Pardot Form, a Pardot Form Handler, or Both:
- Feature:
- Prevents data duplication in Pardot: Both
- Validates email addresses: Both
- Provides progressive profiling: Form
- Protects against bots: Form
- Integrates with third-party forms: Form Handler
- Maintains current lead flow: From Handler
- Integrates with Salesforce Web-to-lead forms: Both
- Supports custom front-end editing: Form Handler
- Provides form views and error data: Form
- Provides field-level change audits for prospects: Both
- Integrate with Pardot landing page: Form
- Base automation rules on form views: Form
- Base automation rules on form completions: Both
- Sends Pardot autoresponder emails: Both
- Redirects to a success page: Both
- Displays Pardot Thank You content after form submission: Form
– Bot Protection and Forms:
- Honeypot Technique.
- All forms hosted by Pardot have built-in bot protection by using a negative CAPTCHA called a honeypot. It’s an invisible field that your prospects can’t see. Bots do see this field, and they fill it out. Pardot rejects form submissions when the honeypot field has a value.
– Conditional CAPTCHA:
- Sophisticated bots can bypass a honeypot, so Pardot forms also use a conditional CAPTCHA. Pardot pings a database of IP addresses known for spam when a visitor views a Pardot form or landing page. Visitors coming from an IP known for spam see a CAPTCHA. If the IP address is fine, the form is displayed without a CAPTCHA. The conditional CAPTCHA stops bots, but humans don’t see it, and your conversion rates don’t suffer.
– reCAPTCHA:
- If you want more bot protection, you can add a reCAPTCHA for all prospects. Enable it on the Advanced tab of the Look and Feel step in the form wizard.
– Kiosk / Data Entry Mode:
- Allows form submissions without cookie-ing visitors. Available on the advanced tab.
– Gating content with Forms:
- Autoresponder email
- Redirect on Form Completion
– Including Forms in Emails:
- Recommended to provide a link to form rather than embedding a form in an email.
– Testing Forms:
- To test a form again, clear your browser cookies and fill it out with a different email address to create a different prospect record. If you don’t clear cookies or use a new email address, the form submission is credited to the prospect created in your previous test.
- If you return to a form within 10 minutes of submitting it, it displays the thank you content or redirects to the thank you page. To view the form again, clear your browser cookies or wait 10 minutes.
- If a form has an autoresponder email, the autoresponder isn’t sent each time when you submit the form repeatedly in a short time.
– Distinguish between the metrics collected in Pardot form reporting:
- Submission vs Conversion:
- A submission is when a visitor or prospect completes a form and submits it to Pardot. A conversion is a specific type of submission during which an anonymous visitor converts into a prospect.
Metric: Total Views
Definition: The total number of times your form has been viewed (including if a page has been viewed more than once by the same individual).
Metric: Total Submissions
Definition: The total number of times the form has been successfully filled out.
Metric: Submission Rate
Definition: The ratio of the number of submissions to the overall number of views. In other words, what percentage of the views led to the form being successfully filled out.
Metric: Total Errors
Definition: Errors usually occur when a visitor enters an invalid email address, or when they fail to complete all required form fields.
Metric: Error Rate
Definition: The percentage of views that led to an error during the process of entering information into the form.
Metric: Unique Views
Definition: If a prospect or visitor has viewed the form more than once, these views are deducted from the “total views” number.
Metric: Conversions
Definition: The number of times that an anonymous visitor successfully filled out the form and therefore “converted” to a prospect.
Metric: Unique Submissions
Definition: If a prospect or visitor has submitted the form more than once, these submissions are deducted from the “total submissions” number. This metric is also represented by a graph to the right of the statistics table.
Metric: Unique Errors
Definition: If a prospect or visitor has failed to complete all required form fields in a form more than once, these subsequent errors are deducted from the “total errors” number.
Metric: Total Clicks
Definition: The number of clicks on the links on your thank you page which appear after form submission.
Metric: Unique Clicks
Definition: If a prospect or visitor has clicked on the links on your thank you page more than once, these clicks are deducted from the “total clicks” number.
Metric: Last Submitted
Definition: The date and time the prospect most recently filled out your form.
Metric: Updated
Definition: The date and time the prospect record was last updated.
***Click All Form Submissions or All Form Handler Submissions at the top of the Forms Report to view a list of all prospect form or form handler submissions. This report can be filtered by campaign or date range and can be sorted by form/form handler, prospect, company, score, grade, or submission date/time.