Recover 7% of abandoned webforms with lead retargeting & email

Problem: incomplete webforms getting abandoned

Online lead generation generally has one goal, a customer that completes a webform. The conversion path is usually universal – a marketing campaign with an offer that’s designed to encourage customers to provide their contact details.

Often these offers include attractive financial incentives – a discount, coupon, free trial period, service or product demo.

Irrespective of the channel we use to find a new customer, be that, display ads, SEO/SEM, referrals, social media or email marketing, at the end of the acquisition process, users find themselves on a page with a webform.

Abandoned webform
Abandoned webform

It is here where we often encounter landing page abandonment and webform abandonment.

Landing page abandonment can be optimized quite easily by changing its content, reducing webform abandonment on the other hand is much more difficult.

Often, you need to optimize or change the webform fields and work on your UX, with the trust users have with your brand also playing a key role.

Depending on your line of business, webform abandonment rates range from 5% to 30%. This is a significant number of users that have been led to the bottom of your funnel.  However, until these users convert, they still only remain as a cost to your business.

As these are users that made it to the stage of completing your webform, they are also one of the easiest to segment for retargeting.

Solution: recover abandoned webforms with retargeting & email

Below, you’ll find an example of how you can retarget users that abandoned your webform by using FastTony’s Social Media Advertising Technology and ExpertSender’s Marketing Platform.

  • FastTony runs Facebook Lead Ads to encourage users to complete the banks’s webform. At the same time their details are sent to the bank’s subscriber list on the ExpertSender platform.
  • By making use of user tracking technology on the bank’s webform page, ExpertSender determines whether there was a conversion and a completed webform.
  • When the webform is abandoned, a script triggers an automated workflow with the goal of returning the user back to the webform they abandoned (with the fields that were previously completed automatically populated).
Abandoned webform recovery workflow
An example of a workflow that recovers abandoned webforms.

The above workflow can be expanded as required with additional touch points that run sequentially or in parallel. E.g. by adding the SMS channel to the workflow.

The only real limit here is the marketer’s imagination, their business needs and the level of aggressiveness of their marketing efforts.

After reaching the decision point, the communication flow can vary depending on your business rules and goals. This could mean multiple reminder messages or different versions of the webform which might have a smaller number of fields.

Implementing the appropriate strategy to recover abandoned webforms helps increase conversions and can have a significant contribution to your company’s bottom line. By automating the webform recovery process with email you could recover 7% of the users who would have never completed your webform otherwise.

Written by
Marcin Chruszcz
Account Manager at ExpertSender
Email and marketing geek. Specializes in email deliverability, strategy and design. Basketball and MTB riding enthusiast.
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