Architect Use Case: Form Abandonment

Allowing you to collect users' valuable data and opt-in information, forms are a critical way of customer acquisition on digital platforms. However, they are also the most abandoned tools on a website. Many users start filling out a form, but do not complete it for various reasons (e.g. getting distracted, navigating to other websites, etc.).

Goals

While nudging your users to come back to your website and complete the form with the Form Abandonment journey, you can increase your acquisition rate and conversion rate. Each targeted and converted user will help you:

• Boost conversion rate,
• Increase acquisition rate,
• Reduce abandonment rate,
• Activate users,
• Grow the known-user base,
• Drive first purchase.

Tracking Form Abandonment

To track users if they abandon your forms, you need to pass an attribute or event to Insider's database.

• If you want to track a form on your website, you should pass a custom attribute to Insider Object. For example, you can create a boolean attribute named abandoned_form and pass it with the value true.
• If you want to track a form on your mobile app, you should pass a custom attribute via your mobile SDK.
• For both, you can also create a custom event named abandon form and trigger your journey with it.

Requirements

• You should have Insider Tag integrated on your website.
• You should have Insider Object integration completed on your website.
• If you have a mobile app, you should have SDK Integration completed.
• Before starting to use any channel in your journeys, integrations for the respective channels should be completed. Depending on the channels you want to use in your journeys, additional integrations might be required.
• You should pass the required attribute or event for form abandonment to Insider's database.

Creating a Form Abandonment Journey

You can create a Form Abandonment journey to nudge users to come back to your website and fill out the forms they abandoned.

Automotive 

Suppose that you have a car brand "Kalkei". Joey comes to your website and visits 3 SUV pages. He visits the test drive page and its form. Yet he leaves the website without filling the test drive form or applying for any test drive. 

You wait for 2 hours before nudging him with a message and see if he comes back to apply for a test drive. If not, you send him a rich web push notification with the image of the last SUV he visited and offer him to apply for a test drive. 

Then you wait for 2 days to see if he will come back to the website to apply for a test drive. If he does, he exits the journey. If not, to follow up with him, you send a second web push notification that offers a test drive.

You can also show an on-site campaign on your website to drive him to apply the test drive when he comes to your website.

Banking & Insurance

Take, for example, Monica who visits your website to look at loan opportunities. She uses the personal loan calculator and sees the interest rate. She decides to apply for a loan but somehow she does not complete the form.

You wait for 1 day before reminding her of the loan opportunities with a message. If she applies for a personal loan, she exits the journey. If not, you send a web push notification that offers online loan advantages.

You can also try email, SMS, and WhatsApp channels if you have the required information for the users.

1. Select a starter

If you have an event to track form abandonment, you can select the On Event starter. On Event starter tracks user events and takes users immediately into the journey when they perform a specified event.

If you have a custom user attribute to track form abandonment, you can select the On Attribute Change starter. On Attribute Change starter tracks user attribute’s value changing or taking a new value.

2. Add flow logic

You can give your users some time to complete the form they abandoned before starting to nudge them to come back to your website. You can add a wait element and check if they complete the form. If they do not, you can send a reminder message.

If you have users' opt-in information and required attributes to be reachable on more than one channel, you can check their reachability to decide on which channel to send a message.

You can have a second interaction/messaging step for the non-engaged users who did not perform the desired action after the first message.

You can set custom goals (e.g. booking a test drive, booking, redeeming coupons, adding items to cart, etc.) besides purchases for the users who enter the journey. You can have a custom event to set goals, or you can use default events.

3. Creating content

Web push and app push notifications, on-site, and in-app are the most suitable channels for form abandonment as most probably you do not have the email addresses or phone numbers of these users at that time. See below for some tips for your message:

• Personalize the content with the last visited product information to gain the attention of users.
• Give some special offers to drive users to complete the abandoned form.
• Make sure the content design is consistent with the design on your website and mobile app.
• Make sure images and/or GIFs have high resolution.

Web Push

See below for an example rich web push notification.