Hi team, let's go over the three main functionalities of Marketo forms today.
Marketo forms come with advanced functionalities that enhance the user experience and improve data accuracy. Three important features include input masking, visibility rules, and progressive profiling. Here’s a detailed look at each of these features:
Input Masking
Definition: Input masking ensures that data entered into form fields follows a specific format. This is particularly useful for fields like phone numbers, dates, and credit card numbers.
Benefits:
- Data Consistency: Ensures uniform data entry, reducing errors.
- User Guidance: Helps users enter data in the correct format by providing a visual cue.
Implementation:
- Step 1: In the form editor, select the field you want to apply input masking to (e.g., a phone number field).
- Step 2: In the field properties, enable input masking and specify the format (e.g., (###) ###-#### for a phone number). Make sure the Field Type is set to Text. Input masking only works with Text Field Types.
- Step 3: Save and preview the form to ensure the input mask works as intended.
Example: For a phone number field, you might apply an input mask of (999) 999-9999, which formats the number as (123) 456-7890 as the user types.
Visibility Rules
Definition: Visibility rules allow you to show or hide form fields based on the values entered in other fields. This dynamic functionality helps create a more relevant and streamlined form-filling experience.
Benefits:
- Enhanced User Experience: Reduces the amount of information users need to fill out by only showing relevant fields.
- Improved Data Quality: Ensures users only see fields that apply to them, reducing the chance of incorrect or irrelevant data being entered.
Implementation:
- Step 1: In the form editor, select the field that will trigger the visibility rule (e.g., a dropdown menu).
- Step 2: Define the visibility rule by specifying the conditions under which other fields should be shown or hidden.
- Step 3: Apply the rule to the target fields and test the form to ensure the rules function as expected.
Example: If a user selects "Yes" for "Are you interested in our premium service?" a new set of fields (e.g., "Preferred Service Package") appears. If they select "No," those fields remain hidden.
Progressive Profiling
Definition: Progressive profiling gradually collects more information about a lead over time through multiple form interactions, rather than asking for all information upfront. This reduces form abandonment and improves the user experience.
Benefits:
- Reduced Form Abandonment: By asking fewer questions at a time, users are more likely to complete forms.
- Deeper Insights Over Time: Collects comprehensive data without overwhelming the user, leading to more complete profiles over multiple interactions.
Implementation:
- Step 1: In the form editor, identify fields for progressive profiling and mark them as such (make sure to enable Progressive Profiling feature by accessing Form Settings- Settings - Progressive Profiling- Enabled).
- Step 2: Set up the order in which fields should appear over multiple form interactions.
- Step 3: Configure rules so that when a user who has already filled out certain fields returns, new fields are displayed instead of the ones they’ve already completed.
Example: On a first visit, a user might be asked for their name and email address. On subsequent visits, the form might ask for their job title and company name, while the previously collected information remains hidden.
Practical Applications
Event Registration Form:
- Input Masking: Apply input masks to phone number fields to ensure consistent formatting.
- Visibility Rules: Use visibility rules to show additional dietary preference fields only if the user indicates they have dietary restrictions.
- Progressive Profiling: Initially ask for basic contact information and gradually collect more details such as company size and role in future interactions.
Newsletter Signup Form:
- Input Masking: Ensure email addresses are entered correctly by validating the format.
- Visibility Rules: Display interest categories only if the user opts to customize their newsletter preferences.
- Progressive Profiling: Start with email and name, and later request additional information like industry or job title in future form interactions.
Demo Request Form:
- Input Masking: Format phone numbers and zip codes correctly.
- Visibility Rules: Show a field for preferred demo times only if the user selects “Request a Demo.”
- Progressive Profiling: First capture name, email, and company name, then ask for specific product interests and additional contact details in follow-up forms.
By leveraging input masking, visibility rules, and progressive profiling, Marketo forms can significantly enhance user experience, improve data accuracy, and optimize lead generation and nurturing processes.
Now that we are in the final week of the program, I'm really encouraging you to take the practice exam (in training and test mode) and see which areas you need to improve.
https://app.rockinfo.com/courses/247 (requires log-in)
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