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Ten Sitecore 9 Form Features to Increase Conversions

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Forms are one of the most critical aspects of a website. They are the conversion point of anonymous users to leads, and eventually loyal customers. They are the beginning of a lifetime engagement. Yet, the average conversion rate on websites is 2.35%, with contact forms garnering less than 3% conversions.

In this session, we plan to give you a conversion boost by reviewing what the top 10% of websites are doing differently. With the help of Hexagon, we will share real-world implementations of similar experiences using Sitecore 9 Forms and review their benefits with supportive analytics. We hope you leave with a renewed vision for increasing leads and building lifelong customers on your website.

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Ten Sitecore 9 Form Features to Increase Conversions

  1. 1. #SitecoreSYM 1#SitecoreSYM 1© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Ten Sitecore 9 Form Features to Increase Conversions SaiYerramsetty Jaina Baumgartner
  2. 2. #SitecoreSYM SaiYerramsetty Director – Digital Shared Services Marketing technologist with 6+ yrs of experience with Sitecore 15+ years of experience focused on Shared services, Outsourcing and Global delivery Certified SAFe® 4 Advanced Scrum Master LinkedIN: https://www.linkedin.com/in/yerramsetty/ Blog: hxgnspotlight.com www.hexagon.com © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 2
  3. 3. #SitecoreSYM 3 Hexagon is a global leader in digital solutions that create Autonomous Connected Ecosystems (ACE), a state where data is connected seamlessly through the convergence of the physical world with the digital, and intelligence is built-in to all processes. About Hexagon © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Reality Capture – measurements, physical world inputs & digital realities Intelligent Positioning – location and control of machines, objects & vehicles Situational Intelligence – active knowledge of events, locations, & processes Industrial Design – smart digital assets for use beyond design
  4. 4. #SitecoreSYM Jaina Baumgartner Director – SolutionsArchitecture (Altudo) 6.5 years experience with Sitecore 13 years experience withWCMS including SharePoint, DNN, ACM, custom grownWCMS Has been Sitecore Client Current SitecoreVendor LinkedIn: https://www.linkedin.com/in/jainasangtani/ Blogs and webinars: http://thinking.edynamic.net/ © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 4
  5. 5. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 5 We are a global digital marketing and technology agency focused on customer experience. Philosophy 1:1 Customer Experience Personalized, data driven experiences engage customers and drive revenue.
  6. 6. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 6 50% or more of marketing budget is spent on lead generation and expected to increase in the coming year 80% of lead generation efforts are only slightly or somewhat effective 2.3% 2.35% is the average conversion rate on websites Why Forms? Forms generate leads
  7. 7. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 7 The Purpose of Forms Convert Anonymous Users to Contacts to Lifelong Loyal Customers
  8. 8. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 8 Sitecore 9 Forms to the Rescue
  9. 9. #SitecoreSYM 9 22 19 11 4 14 35 11 1 0 5 10 15 20 25 30 35 40 Survey Contest Forms Lead Gen Contact Us Fields Conversion Rate Picking the Right Form © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Conversion Rate ≠ Number of Fields Conversation Rate ≈Value of Form
  10. 10. #SitecoreSYM 10 Hexagon – Picking the form © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  11. 11. #SitecoreSYM 11 3.2% more conversions* * Case study by Marketing Psychology on 50 forms #10 © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. -Turn off CAPTCHA
  12. 12. #SitecoreSYM 12 #10 – Create Honeypot Field in Sitecore © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  13. 13. #SitecoreSYM 13© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 25-40% more conversions* * Luke Wroblewski, Chief Design Architect at Yahoo, tests mad libs style contact form Phone Number #9 - Make your forms easy to understand
  14. 14. #SitecoreSYM 14 #9 – Labels and PlaceholderText in Sitecore © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  15. 15. #SitecoreSYM 15 * Dan Zarella at Hubspot researched 40,000 customer forms © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 50% more conversions* #8 - Create short multi-page forms
  16. 16. #SitecoreSYM 16 #8 – Creating Multi-Page Forms in Sitecore © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  17. 17. #SitecoreSYM 17 62% more conversions* * Formstack 400,000 form coversion report © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #7 - Make the form part of the customer journey
  18. 18. #SitecoreSYM 18 #7 – Submit Action in Sitecore © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  19. 19. #SitecoreSYM 19 100% more conversions* * Internet Retailer doubled conversion and sales with a nice mobile site and form © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #6 -Think about all your Form Factors (Pun Intended)
  20. 20. #SitecoreSYM 20 #6 – Styling Forms in Sitecore © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  21. 21. #SitecoreSYM 21 400% more conversions* *Voices.com conversion increase 400% with audience segmentation © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #5 - Personalize your Forms
  22. 22. #SitecoreSYM 22 #5 – Progressive Profiling in Sitecore © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  23. 23. #SitecoreSYM 23 400% more conversions* * Brokernotes 11% to 46% increase by surveying users, analyzing sessions, and crunching numbers © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #4 - Measure and Analyze your Data
  24. 24. #SitecoreSYM 24 800% more conversions *musiclawcontracts.com form converts at 26% by redirecting to best product © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #3 - Give Something in Return
  25. 25. #SitecoreSYM 25 700% – 1200% more conversions *HubspotResearch – Marketing benchmarks from 7000 forms © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #2 - Create more Landing Pages for your Forms
  26. 26. #SitecoreSYM 26 #2 – FormTemplates in Sitecore © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
  27. 27. #SitecoreSYM 27 Get into the top 10% *SearchEngineLand and WordStream analyzed 1000s of advertiser accounts to analyze what the top 10% did differently © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. #1 -Take on a Structured Approach toTesting and Optimization
  28. 28. #SitecoreSYM 28 • 2000% - 3000% max increase potential! • Top 10-25% of converting websites for your industry • Do what’s right for you! • Sitecore 9 Forms makes it easy In Summary © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Actions Conversion Increase Turn off CAPTCHA 3.2% Make your forms easy to understand 25-40% Create short/multi-page forms 50% Make the form part of the customer journey 62% Consider all form factors 100% Personalize your forms 400% Measure and analyze your data 400% Give something in return 800% Create more landing pages 700-1200% Total Conversion 2500-3000%
  29. 29. #SitecoreSYM Reading Material Here are some articles on what the top converting websites do differently. It also has some great examples of forms that are on the best converting websites. https://www.formstack.com/blog/2014/4-online-form-stats-leads/ https://www.ventureharbour.com/high-converting-lead-generation-forms/ https://neilpatel.com/blog/what-converting-websites-do/ Here are some general tips and tricks on building out well designed forms: https://econsultancy.com/blog/62987-12-useful-tips-for-web-form-optimisation https://blog.wishpond.com/post/91474400780/7-best-practices-for-web-form-design Here are some general stats on website form conversions: https://www.hubspot.com/marketing-statistics (Pay attention to the demand gen section) http://www.marketingprofs.com/charts/2015/27318/conversion-benchmarks-for-seven-types-of-online-forms https://www.designforfounders.com/average-conversion-rate/ https://www.practicalecommerce.com/Top-10-Converting-Websites-The-Similarities-and-Differences Here is some information on Sitecore 9 forms and features: https://doc.sitecore.net/sitecore_experience_platform/digital_marketing/sitecore_forms/introducing_sitecore_forms https://www.youtube.com/watch?v=BQBTEMf_s5A http://www.coreblimeysitecore.com/blog/submit-actions-sitecore-9/ http://smartsitecore.com/en/responsive-sitecore-9-form-bootstrap/ https://blogs.perficient.com/sitecore/2018/03/30/best-practices-on-sitecore-9-forms-for-development-teams/ https://doc.sitecore.net/sitecore_experience_platform/digital_marketing/sitecore_forms/setting_up_and_configuring/walkthrough_creating_a_custom_form_element © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 29
  30. 30. #SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 30
  31. 31. #SitecoreSYM FOR DISCUSSION PURPOSESONLY. Sitecore Confidential and Proprietary. © 2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 31

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