In the current version of Audience Targeting, when the marketer wants to create a custom report and wants to measure the conversion rate and performance of a form in a page, he needs to manually inspect the HTML code of the page, extract the form HTML id and add it to the form builder. This is very hard to explain to a non-technical user and causes immediate rejection to use the tool. Measuring form performance is a key element in most marketing campaigns as a way to get new customers, new marketing leads.
As part of this story, we would need to add a new tracking action called "Form" with a form selector that allows our customers to choose forms available in the current site (from the new Forms app).
We can leave the current tracking action as it is renaming it as "Custom forms", for those scenarios where our customers are using custom made or third party pure HTML forms.
In order to test this story we can define the following steps:
- Create a site, with a page
- Create a form with the new form builder and add it to the page using a Forms Display portlet
- Create a campaign
- Create a custom report
- Add "Page views" metric showing page views
- Add "Form" metric selecting the created form. Choose "view" as the metric to be shown.
- Add "Form" metric selecting the created form. Choose "interaction" as the metric to be shown.
- Add "Form" metric selecting the created form. Choose "submission" as the metric to be shown.
Generate some metrics and events by navigating to the page, interacting with the form and submitting it multiple times.
The expected result should be a custom form that displays four columns: page views, form views, form interactions and form submissions.
Sample business scenarios this story covers:
1) A company wants to organize a webinar to promote one of their products. The marketing team creates a landing page with a subscription form and promote it on social media. They want to generate a report listing the number of visits to the landing page, form interactions and submissions to measure the success of their campaign.
2) A company wants to find new contacts (prospects) from the banking sector. They write a blog post about digital transformation on the financial sector and they promote it on social media. The blog entry has a link to a landing page where they can sign up for downloading a whitepaper about this same subject. The sign up form has the following fields: name, email address, company name. The marketing team want to generate a report listing the number of visits to the blog post, to the landing page, form interactions and submissions to measure the success of their campaign. They also want to export the list of contacts to hand them over to the sales team.