Sites that present this type of form generally lose a lot of information about users who anonymously browse the site and do not complete all parts of the form. This information, thanks to advanced segmentation systems, could instead be used to personalize the browsing experience of the same and thus be able to increase the conversion rate .
The underestimation of this aspect has mostly been determined by a concrete technological constraint, namely the fact that if our only channel for recovering an abandoned form is represented by sending an email, evidently this cannot be implemented with all those users who have not previously registered. Furthermore, since we cannot record the actions of anonymous users, we have very little data on which to work to improve their experience. Instead, if we can use an advanced marketing personalization system , also personalizing the real-time browsing experience of these anonymous users, we will be able to recognize them and show them messages and content that improve the probability of their conversion, also using the information entered before sending the form.
Let's see 7 activities that can allow us to improve, thanks to the creation of a personalized experience, these results:
Segment users by recognizing and distinguishing, even among anonymous users, users with whom we have already interacted from new visitors. If they are past customers or users who have already registered, they can be re-engaged on the various channels available to us ( Email, SMS, Social Ads, Google Adv etc. ) taking into account the new information collected in a relevant way. What page were they visiting? For which product or service were they requesting a quote? What information had they entered in the form before abandoning it?
If we do not have any previous information about the user, we can try, when they abandon a form, to request only their email via a pop up so that we can contact them later . It is therefore essential to be able to segment in real time who has actually abandoned the form from who has filled it out.
We use the information entered in the form before leaving it to segment the user and submit personalized content to them while they navigate the site. This type of personalization is important to convince the anonymous user that we are the ideal solution to their problem, thus convincing them to take the big step of registering or requesting a quote or contact. If you want to learn more about this topic, we recommend reading this article: Anonymous user profiling and list of australia consumer email Inbound Marketing
In the event that the user is hesitant to fill out the form and we were equipped with a live chat system, we could activate it in a “push” way, thus putting one of our operators in contact with the hesitant user . We often take it for granted that the user abandons the form because they are not interested, but in reality it could be that a good part of them do so perhaps because they do not have the information necessary to complete the form.
Recognize the user who has abandoned the quote and re-engage him in a personalized way on subsequent visits. The purchasing process of a customer, as well as the decision to process a quote, may require multiple visits to our site. Recognizing the user who returns to us, even if anonymous, and personalizing his navigation with targeted content and messages is essential to increase the relevance of the information we give him and consequently the perception he will have of us.
Show a simplified form to those who refused to fill out a more complex one the previous times. With the right tools it is now possible to show individual users different forms dynamically, so we could for example simplify the information requested at first to a user who had not completed a form previously. Better a contact with less information than nothing, right?
Collect information about users in a spot way through dynamic smart forms that allow us to re-engage them in a personalized way. We use dynamic forms to also collect specific information about the user, even anonymous, this could allow us to submit a registration form and targeted content or messages that make them understand that we are truly the most suitable solution for their needs. If you want to know more, read this article: Profiling users with dynamic and smart forms: how to do it
