Pardot Form Best Practices
If you want to get the most out of your marketing efforts, you will want to utilize lead capture forms best practices.
Sort fields easiest to hardestIn your lead capture forms, start with easy asks such as a name. People are more likely to fill out the rest of the form if they already started answering an easy question like their name. If you start with personal information like a phone number, they are more likely to avoid filling out the form.
Less is moreIn Pardot, all your visitor or prospect needs to input is a valid email address. While it’s nice to have extra information right up front, you can extract this later as you cultivate a relationship with your prospects. Start simple by requesting their name, company, and email.
Don’t ask the same prospect for the same information
If a prospect has already filled out a form with their name and email, no need to ask for it again.
- Use autofill (automatically fills in the fields the prospect has answered)
- Hide the fields that already have been answered
- Use progressive profiling