Uses for Pardot forms:
Remember that a visitor cannot become a prospect in Pardot until they have provided you with their email. As a marketer, lead capture forms are a necessary part of our job, especially when using an automated software like Pardot. Forms are an easy way to convert a visitor to a prospect and/or gain information on them to use for segmentation.
There are two types of Pardot forms: forms and form handlers.
Pardot forms are made by pulling the default or custom fields from your account/prospect fields in Pardot to create the form. (easiest method)
Pardot forms are best used when you don’t want to create your own form style and can be populated into a Pardot landing page using %%content%% or using an iframe on an HTML-coded page.
Form handlers are a feature in Pardot used to capture fields from non-Pardot lead capture forms.
Form handlers are best used for companies that already have existing forms they like to use or for 3rd party plugins like Gravity Forms. Form handlers have more options for customization on the look of the form.
To create a form within Pardot, follow these steps:
Layout templates are where you format your forms and landing pages. They are reusable templates for your marketing assets and can be applied to multiple forms. Editing the CSS code within the layout templates allows you to change the design/feel of your forms and landing pages such as:
Building a layout template is a good option for enhancing the design/feel of your forms or landing pages. It gives you style options that aren’t available in the default form/landing page builders in Pardot.
Once you have made your form layout template, you can now create your form and configure your form fields.
What information do you want from your visitors/prospects?
You are able to choose any default or custom fields to input on your form. But remember, an email address is required on all Pardot forms.
Typical form fields include:
To get the most out of your forms, make sure to follow the lead capture form best practices highlighted later in this chapter.
In this step, you will choose your layout template and configure any advanced features.
In the look and feel section you can:
Lastly, you will decide what happens after the form is submitted.
Display a thank you message
Redirect to another URL
Trigger a Completion Action
With this method, once the visitor submits the form, whatever message you write in the text box will display on the same page the form was filled out on. This is a quick and easy way to confirm the visitor that their form submission was successful and thank them for their time.
To have the page display a thank you message once the form is submitted, you need to:
This is a useful method for those that want to redirect the form submitter to another Landing Page or website. Redirecting a prospect to another URL is an easy way to get more traffic to a specific page on your website, another piece of content, have a prospect sign-up for an event, or upsell them on a different product.
Typical use cases are:
Completion Actions happen in the back-end of Pardot and can be used to make changes in your database.
Once the form is submitted you can choose a completion action from the list:
Kiosk/Data Entry Mode: Do not cookie browser as a submitted prospect
Without kiosk data entry mode activated, all new prospects will be placed on the same visitor record.
Include “Not you?” link to allow visitors to reset the form
This is for when you think visitors will fill out the form from the same device or if they were forwarded an email from a colleague. If the information auto-filled in the form is not the person filling out the form, they can select “Not you” and it will repopulate the form blank.
If activated, Pardot will create a new prospect each time the form is submitted after “Not you” is selected.
Enable explicit bot protecting using reCAPTCHA
This feature makes a form submitter complete a captcha to make sure he/she is a real person and not a bot. Though it prevents spambots from filling out a form on your website, it may also dissuade visitors from filling out a form. Keep this in mind if you plan on using this feature.
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