The same way you don’t get to know everything about someone when you first meet, customers don’t want to tell you EVERYTHING when they first come to your site or ask for more information.
Dynamic forms are the equivalent of getting to know someone in person.
They let you ask for little bits of information at a time, and help you build a robust picture of who your customers and prospects are. Without asking dumb questions up front, which make people not want to fill out your form, and at the worst walk away because they don’t feel known.
With dynamic forms, you reduce the effort your customers and prospects have to do to get in touch with you. Any form you have on any webpage or landing page can help you gather more information so that you can better target your conversations at every step of the sales and customer retention cycle.
By using dynamic forms, you can easily tailor your communications to your customers and prospects. You can ask questions based on their visit history and engagement. And better yet, you don’t annoy customers and prospects by asking the same questions more than once – information they have already given you is pre-populated into follow on forms with new questions.
Start with the basics: name, email, title. Then over time and with more engagement, you will be able to tailor your communications and questions to be sure that you are sending the right messages. You don’t want to send a sales focused email to an IT Pro, or an IT focused message to a sales person, or a net new sales pitch to someone already considering your company and its services.
The benefit for you? You can easily build a more complete picture of who your customers and prospects are, get better conversion rates, and better align sales and marketing efforts.
Harris Interactive Media can help guide you through how to easily set up a flow of dynamic forms that will work the best for your company and your needs.