Sign-up forms have come a long way from the days when they were used simply as a medium to build subscriber databases. In their modern avatar, sign-up forms are useful tools for extracting data, understanding customer behavior, and organizing contacts based on their interaction.

Lets look at the features that you can use to optimize your sign-up forms by means of a scenario,

Karen is the product marketer for an e-learning website called Virtuallearning.com, which offers free tutorials, e-books and research papers. To download these learning materials, a subscriber needs to fill out a sign-up form with basic details like their email, name, etc.).

Like any other marketer, generating leads and converting prospects into contacts by making use of marketing channels is top priority for Karen.

“Let’s see how Zoho Campaigns’ customizable sign-up form can meet Karen’s needs.”

Understanding Customer’s Behavior

In order to cater to her customers’ needs, Karen must have data for

• Type of material downloaded (e-book, white paper)
• When the customers are most likely to download material? (Weekdays or weekends)
• The source links customers used to download material (e-mail link or direct Sign- up form)

In Zoho Campaigns, sign-up forms come with a feature called hidden fields which creates an invisible field to the subscriber. This hidden field is all about getting data about the contact by making him/her auto-fill a field in a sign-up form. Later, Karen can filter contacts based on hidden field and can use the information on segmenting to target a set of subscribers. In this manner, Zoho Campaigns’ sign–up form provide a simple elegant solution for new subscribers. Karen needs to focus not just on new subscribers alone but also sustain and invoke involvement from the base of existing subscribers.

This creates a quandary for Karen on dealing with the existing subscribers. She frets over the existing subscribers filling the sign-up form every time for downloading ebooks. As a remedy to her suffering, Zoho Campaigns comes for the rescue addressing the existing subscribers in a favorable manner that uses pre-fill feature in the Sign-up form avoiding many fields. Thus, a parameter set, helps in auto-updates of sign-up forms with pre-filled information, provided they’ve logged onto the website too.

Finally, Karen wants to know:

• The conversion rate for leads who view her emails
• The number of clicks on the call-to-action button
• The number of subscribers downloading the e-book

To keep track of the requirements, she calls the script and uses the KISSmetrics (Analytics and conversion software) method to set the cookies.

What was Karen’s takeaway?

Voila! Karen can now maximize her conversion rate and generate more leads by targeting subscribers based on the materials downloaded by them.