Pardot Knowledge Base

Best Practices: Forms

Last Updated: Dec 20, 2016 | Print this Article

Forms are a powerful tool to collect information about visitors and turn anonymous visitors into identified prospects. To help you get the most out of forms, we've compiled these best practices to get you rolling.

Why should Pardot Manage My Forms?

No Really... Why?
Form building in Pardot is simple: we include customizable styling options, advanced "out of the box" bot protection as well as customizable bot protection, and a lot more.

What if we already have our own website forms?
Switching to use Pardot forms is easy (and we'd recommend it), but we also have easy-to-build and easy-to-use form handlers that let you connect your existing forms to Pardot in a snap. Not sure of all the differences yet? See our article outlining the differences, so you can make the best choice.

Why Use Progressive Profiling or Conditional Form Fields?

Form Fatigue
When you see a form with 20 required fields, you're probably not in a hurry to fill it out — and your prospects probably aren't, either. We've found that forms with 4 to 6 fields produce the highest conversions... so keep your forms shorter and build your knowledge about your prospects over time.

Progressive Profiling is King

When you set up progressive profiling, you gather more and more information about your prospects as they return to your site for more information about you.

Should I Care About Forms on Mobile Devices?

The world is growing more and more mobile. If your forms aren't easy to read and submit on smartphones and tablets, you're missing out.

If Email Address is Always Required by Pardot, Should I Prefill or Not?

A Tricky Question...
Any marketer using tools to track, identify, and nurture their prospects on the web walks a fine line between using the tools to their best ability and showing their hand. The question whether or not to prefill prospects' email addresses in forms is a case in point example, and there's no absolute answer.

What kind of email addresses should I allow?

Valid Email Addresses
Learn how Pardot validates email addresses to make sure they're legitimate and/or from a valid B2B source when visitors fill out your forms.

Desirable Email Addresses
It may not be the end of the world for your competitors to access the content gated behind your forms — it's a good sign that you're competition and worth spying on. But if you don't want to let them see your gated whitepapers, you can take steps to prevent them.

Need more? Start a conversation with other Pardot users in the Trailblazer Community