A Form CTA has nine customizable options that allow you to tailor your messaging, collect specific pieces of information from users, use advanced features like progressive profiling, and more.
Each of the customizable options are referenced in the screenshot below. They are: (1) The Tagline/Copy, (2) Opt-In, (3) Form Fields, (4) Progressive Profiling, (5) Button Label, (6) Success Message, (7) Link to Content, (8) Never hide this CTA and (9) Fire G.A. Event.
The Tagline/Copy is visible in the default state and should invite the user to fill out the form.
If you are based in Canada or a jurisdiction with strict anti-spam legislation, it can be mandatory to only send emails to users who have explicitly opted-in to receive legitimate emails from your businesses. By enabling the Opt-In, users will see a mandatory checkbox at the bottom of your Form CTA with a customizable message letting them know what they are agreeing to.
(3) Form Fields
The form fields that will appear by default on your Form CTA include Email, First Name, and Last Name. You can choose which Form Fields to turn on and off with the checkboxes beside the form field name. Clicking the ‘Manage’ link above the form fields will display a pop up that will allow you to add new fields, change their order, and change the field types. Some of this will be based on which marketing automation or email marketing you have your Form CTA integrated with. The types of fields supported at this time are (a) text boxes, (b) selects, and (c) checkboxes.
(4) Progressive Profiling
Progressive Profiling is a feature that can be used to limit the number of fields that a user will be asked to fill out in a Form CTA. When enabled, the Form CTA will only show the requested number of fields at a given time or during any given session. Once a user fills out those fields, the CTA will then show the next set of fields when a user sees the CTA again, perhaps when filling out the CTA for a different piece of content. The fields shown are based on the order of the form fields for the CTA. Progressive profiling can be a very useful feature if you want to collect lots of user data and don’t want to make multiple CTAs or have your users fill out too many fields at once. As a general rule of thumb, the shorter your forms the better!
(5) Button Label
The Button Label is what shows on the submission button and is a piece of text that can be customized. As a best practice, keep this to-the-point whenever possible and A/B test until you find the copy that converts best.
(6) Success Message
The Success Message is what a user will see once they successfully submit the Form CTA and is limited to 15 characters, just enough room to say Thank You.
(7) Link to Content
The Link to Content feature is optional and allows you to create a link to another page on the success state of a Form CTA (it adds a button link under the success message). This can be used to link users to a piece of content or sign-up page that might live on another website.
For example, you might link users to a social media tool or send someone to an event sign-up page. There is also a 'Find Item' button that can be used to find an Item in your Hub that you can easily link to.
(8) Never hide this CTA
This feature is a function of the deep integration Form CTAs have with certain marketing automation tools, including HubSpot, Eloqua, Marketo, and Pardot.
By default, we attempt to create a great user experience for your visitors by not showing the CTA to them once they've filled out every available form field.
However, in the case you would like the user to still have to submit a Form CTA even if they've filled out all form fields (for example, if you're using a Form CTA for webinar sign-ups or if you are triggering workflows in your marketing automation tool based on this particular type of conversion) you can use the 'Never hide this CTA' option.
When you enable the 'Never hide this CTA' option, you can select to show either primary fields (form fields) or the Success message.
The screenshot below demonstrates what a visitor would see if they return to a page where they've previously submitted a Form CTA and you've chosen to (a) never hide the CTA, and (b) display the Success message.
(9) Fire G.A. Event
Firing an event to Google Analytics can help you track conversions inside GA. Click here to learn more about firing an event to Google Analytics upon the submission of a Form CTA.
That's it! Once you've configured all of the above options, you'll be ready to style and place your Form CTAs.
Ready to get started?