How to create UX forms with Marketing Cloud Account Engagement (Pardot)?

MC Account Engagement (Pardot) Forms are one of the ways that you can use to collect information about visitors on your website or landing pages and help you to convert visitors into prospects. But how can MC Account Engagement (Pardot) help you to implement UX design Patterns into your forms?

For this exercise, we will list a few UX design principles and go one by one, for you to see how to apply them when building your MC Account Engagement (Pardot) Forms.

Let’s do it.

1. Less is more

Very extensive forms can be annoying for some people. So, depending on the form subject try to ask as little as possible, to keep the interest high and less painless as possible.

There are many case studies that demonstrate forms with less field have a higher completion rate and the submission quality stayed the same.

When Build a MC Account Engagement (Pardot) form through the wizard you can select the fields do you want to include

2. Single column beats multi-column forms

This is a well-researched subject in eye-tracking studies single columns are completed much faster and they are more usable than multi-column forms.

In this field, MC Account Engagement (Pardot) builds their forms out of the box in single-column format, and also provides some out-of-the-box labels, checkboxes, or radio buttons alignment.

3. Communicate errors clearly

Error filling up forms is inevitable, so make sure you communicate the errors clearly.

MC Account Engagement (Pardot) helps you define the error message for each field. On the form building wizard, you are able on the field configuration to define the error message.

4. User inline form-field validation

MC Account Engagement (Pardot) out of the box does that for you as the error messages are displayed inline the form field with a prominent color.

5. Indicate if each field is required or optional

MC Account Engagement (Pardot) let you define which are the on the form field configuration if a field is required

And display it with * so the user knows the field is required.

6. Prefill what you can

If your prospect has already filled in a piece of information in the past, and you are requesting the same information again in another form, like country of origin.

MC Account Engagement (Pardot) prefills those fields in forms.

7. Other cool features

There is another hand full of cool features with MC Account Engagement (Pardot) forms. Like the possibility of hiding fields for that you already have information regarding a certain prospect. Build dependent fields, these fields only show up depending on certain field values, with this you could just ask for relevant information for a certain type of prospect, and finally progressive profiling, with a progressive profile you are able to display a form field based on what is already completed. For instance, if we already know a user’s first name, we can display a field that might be empty as the company nº of employees.

Do you feel excited to get started with MC Account Engagement (Pardot) forms after reading this blog? Contact us!