Why is it important to retrieve data from quotes or forms? Blendee helps you turn anonymous users into leads. Let’s find out together how.
Sites that present this type of form generally lose a lot of information about users who anonymously browse the site and do not complete all parts of the form. This information, thanks to advanced segmentation systems, could instead be used to personalize the users’ browsing experience and thus succeed in increasing their conversion rate.
The underestimation of this aspect has mostly been driven by a concrete technological constraint, namely the fact that if our only channel for recovering an abandoned form is by sending an email, clearly this cannot be implemented with all those users who have not previously registered. Moreover, since we cannot record the actions of anonymous users, we have very little data to work with to improve their experience.Instead, by being able to use an evolved marketing personalization degree system, also personalizing the real-time browsing experience of these anonymous users, we will be able to recognize them and show them messages and content that will improve the likelihood of its conversion, also taking advantage of the information entered before the form was sent.
So let’s look at 7 activities that can enable us to improve, through the creation of a personalized experience, these results:
- Segment users by recognizing and distinguishing, even among the anonymous ones, users we have already interacted with from new visitors. If these are past customers or users who had already registered these can be re-engaged on the different channels available to us(Email, Sms, Social Ads, Google Adv etc.) taking relevant account of the new information gathered. What page were they visiting? What product or service were they requesting a quote for? What information had they made in the form before abandoning it?
- If we don’t have any prior information on the user, we can try, when they abandon a form, to request through a pop-up only their email so we can contact them later. It is therefore crucial to be able to segment in real time who actually abandoned the form from those who filled it out instead.
- We leverage the information entered into the form before abandoning it to segment the user and submit personalized content to them as they browse the site. This type of personalization is important to convince the anonymous user that we are the ideal solution to a problem they have, thus convincing them to take the big step of registering or requesting a quote or contact. If you want to learn more about this topic, we recommend reading this article: Anonymous User Profiling and Inbound Marketing
- In the event that the user is hesitating to fill out the form and we are equipped with a live chat system, we could activate it in a “push” mode, thus putting one of our operators in contact with the hesitant user. We often take it for granted that the user will abandon the form because he or she is not interested, but in reality it may be that a good portion of the user does so perhaps because he or she does not have the information needed to complete the form.
- Recognize the user who abandoned the quote and re-engage them in a personalized way on subsequent visits. A customer’s purchase process, as well as the decision to process a quote, may require multiple visits to our site. Recognizing the returning user, even if anonymous, and personalizing his or her browsing with targeted content and messages is critical to increasing the relevance of the information we give him or her and consequently the perception he or she will have of us.
- Show a simplified form to those who refused to fill out a more complex one the previous times. With the right tools, it is now possible to show individual users different forms dynamically, so we could, for example, simplify the information required in the first instance from a user who had not completed a form previously. Better a contact with less information than none at all, no?
- Collect information on users in a spot way through dynamic smart forms that would allow us to re-engage them in a personalized way. We take advantage of dynamic forms to also collect spot information about the user, even anonymous, this could allow us to submit a registration form and targeted content or messages to them that make them understand that we are really the best solution for their needs. If you want to learn more, read this article: Profiling users with dynamic and smart forms: how to do it
Conclusions
Gathering leads and quotes is an art but, without the right tools, it becomes a mission often left to chance. Personalization is the key to improving our results and every day spent showing everyone the same message is a day lost. If you want to stop this loss of information and value and generate more leads or quotes contact us and we will be happy to give you more advice!
