Every form tracking tool is not equal, and there are 5 key features you should have to ensure you are capturing key information and getting the most value out of your web forms. Beyond that, you want to know where your leads are coming from and be able to ensure they are followed up with in a timely manner. Get the most out of your form tracking tool with these 5 key features.
1. Interaction timeline
It’s important to see every single interaction a lead has had with your business — online and off — in a seamless timeline. You need a form tracking tool that can provide a full visualization of the touch points that brought that customer to your website and prompted them to fill out a form (keywords, source, web pages viewed, etc.)
Bonus: the ability to qualify, add a value, apply tags, or add notes to form submissions.
Imagine you’re a pool installation business, and a lead submits a contact form on your website requesting a quote for an inground pool. When your representative goes to follow up with that form submission, they are able to see a full timeline of every touch point that the lead has had with your business. Now, when your rep picks up the phone, they are fully informed of the lead’s need and can have a more personalized conversation — making it more likely you close the deal.
2. Form notifications
Your forms do you no good if the submissions just feed into a data sheet and need manual work to be actioned upon. Getting form alerts and having automated responses set up will allow you to quickly take action on hot leads without any interruption in your workflow.
Automated responses let you set up a templated text message to trigger when someone submits a form. This allows you to let the contact know when they can expect to receive a follow-up — keeping that lead warm. Form alerts trigger a call or text message to you or your call agent’s phone when a form is submitted allowing them to call the lead back right then and there.
Back to the pool installation business example…It’s likely your representatives are out on jobs most of the day and aren’t tied to a desk or computer. It’s crucial that when form submissions for quotes are submitted, they are able to be alerted to those submissions right away, no matter where they are, or you risk losing out on business to a competitor. After all, fast responders win up to 50% of sales.
3. A plethora of integrations
Seamless integration with your tech stack is crucial when it comes to creating forms that can get the right data to the right places. CallRail has numerous integrations that give you the ability to track form submissions as conversions in your ad platforms or send form data over to your CRM. You can utilize all the amazing features of our form builder while continuing to maximize the use of the tools you already have!
4. Flexible form building
It’s important to create forms that engage your audience and attract the right people to fill them out. You want to have full control over your forms, and customizing them will ensure your forms are exactly what you need! It is easy to build, edit, style, and share forms all within the CallRail platform or you can Integrate your existing online forms builders to access all the interactions driving high-value form submissions.
Circling back to our inground pull installation example, you’ll likely want to create forms that can capture your potential customers’ max budget for the project so that you have all the information your reps need for a proper follow-up. With a custom form builder, you can create the exact fields and logic you need to improve submission rates and streamline your customer experience.
5. Pre-built reporting
You’ve got enough to worry about without having to export data, pull reports, and worry if you are even looking at the right data. With our out-of-the-box reporting, you can easily see how your forms are performing and what campaigns are truly driving engagement and leads.
The Form Attribution report provides insight into the sources and interactions that are driving traffic and generating form submissions on your website. This report is available at the account level for an entire account and at the company level for individual sub-accounts. The Multi-Touch Cost Per Lead report uses our CPL calculator to tie inbound data to ad spend data from Google Ads, as CallRail will now push ad cost from Google Ads right into the application.
The way CallRail’s Call Tracking pinpoints what made someone call, our Form Tracking product reveals what made them click submit on a web form. Activate your 14-day free trial to start tracking forms alongside calls and open up insights into all your lead activity.
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