Monday, January 11, 2010

Who didn't submit the form?

Today's guest post is another from Joel Rothman, one of our Senior Product Consultants. In this post, Joel looks at landing page to form submit conversion rates, and how to understand who showed up, but did not submit. It's one of those little techniques that make the difference between just doing okay and truly seeing success in a marketing automation initiative.


Who landed on the form page but didn’t submit the form?

So, you crafted a campaign to drive people to submit your form, but they did not? That’s ok. Within Eloqua, you can easily set up a follow up email to target people who landed on a specific page, but did not submit a form. In fact, there are several ways to do this, but I like the way I am about to outline below. This way allows someone to click onto the page from multiple sources. It requires 2 activity filters, and a program for automation.

For this example, lets use the following URL:

And we’ll call the form “Contact Us”.

First, create 2 Activity Filters.

For the first one, select “Visited Website”. In the “included in” section, choose “specific URL”, and select the URL of the landing page (remember to click “Add”):

This will display everybody who has visited the specific URL in question.

For the second Activity Filter, select “Submitted Form”. For this one, select “Individual Form” for the “included in” criteria, and select the form (again, click the “Add” button):

Now that we have the filters, we need an easy way to overlap them. I like to create a simple program. This allows for automation to be built on top.

See the screencap below for the simple program:

The nice thing here is you can now follow up in 3 different ways! For people who have submitted the form (step 300 above) you can send follow up information, such as event information. For people who have not clicked through on your offer (step 200 above), you can send them a follow up email. For people who viewed the offer, but did not submit the form (step 400), you could follow up through another channel, such as a print mail piece, or a phone call.

As well, you could include other events, such as opened email, did not click through etc…


Jack Volkov said...

What if they haven't submitted any previous form and they are an unknown visitor? What is your advice for that situation?


Joel Rothman said...

Hi Jack, It's a good question. The scenario I outlined above was for when you sent an email to individuals, so you already know who they are. In the case where you are targeting regular visitors, you are right. You will be targeting only the known visitors. Basically, you would be able to target KNOWN visitors who have not submitted the form. Now, the good news is that anybody who submits the form will become KNOWN, and will no longer be in the unknown group, so you won’t accidentally target them.