When a prospect completes your Pardot form, you have the option to redirect prospects to another landing page or you can display some sort of thank you content.
Most of the time we see something like “Thanks for downloading the eBook”, or a similar message. You could be wasting an opportunity to showcase some related content based on what the user was interested in with some great visuals, or even use dynamic content to show product-related information based on existing products/services.
Let’s explore the difference between using simple, plain text thank you content and inserting some visuals and personalization with advanced dynamic content to wow the prospects who completed the form.
Plain Text Thank you Content (Option 1)
To add thank you content navigate to your Pardot form > click on the ‘Completion Actions’ tab.
When you’re adding thank you content to your form in Pardot, plain text content usually looks like this as you add it to the editor:
When that form is used on a landing page, and the user converts, the form disappears and the thank you content appears. You can see in the example below, the thank you content appears on the right side, where the form once was.
This tactic lets the prospect know they have successfully downloaded the White Paper, and to check their inbox for their copy of the content (side note: you would have set up an auto-responder in the completion actions with an email template that has a link to the content).
Add Content & Imagery to Thank you Content (Option 2)
As a marketer, we always want users to stay on our site and binge our great content to get to know us and eventually, we’d like them to do business with us. You’ll see tactics like this on a blog, where there will be a section of related content thats similar to the blog post the user is reading. So why not exercise the same concept here?
We’re going to work backwards on this one. I’ve already added some icons, links, and a CTA to my thank you content on my Pardot form, so this is what it looks like once someone has submitted the form.
How to do this with no code?
- Navigate to your form.
- Click on the completion actions tab.
- Start by building a table, make sure you change the width to 100%. Using a percentage allows the table to be fluid rather than using pixels which would lock the width of the form.
- Then add your content and CTA. I used icons and buttons to call out the content and CTA to talk to sales. I’d also take note of how wide your form is on your website as well as how it might appear on mobile devices. Something like this renders appropriately on mobile because the the space for the form is small enough, if you have a wider form you may want to contact your developer for assistance or you may need to play around with this a bit. This is what my thank you content looks like:
If you already have great followup content that’s relevant for all audiences who submit a form, you can add that content with some thumbnails to your thank you content. Just make sure the downloadable files are loaded to Pardot, so you can track user engagement with that content. It’s also a great idea to add a CTA to talk to sales.
Use Dynamic Content for Personalization (Option 3)
In the above example, you can see the related content and a CTA to talk to sales. Let’s say you don’t want to show the ‘Let’s Talk’ CTA to everyone on the form, because it may or may not be relevant to existing customers. This is where you can use Dynamic Content to show a specific call-to-action based on a value in a form field.
In order to create dynamic content you’ll want to navigate to Content > Dynamic Content > click the ‘+Add Dynamic Content’ button.
Step 1: Create the Default Version
You’ll want to create a default version for all audiences, in the event they are not in your Pardot instance this content will show, then create a version for your customers and prospects, and all other types of prospects will receive the default copy.
Step 2: Add the Variations
You’ll need to have a field in Pardot that you can determine which variation will show for which field value. In this instance, we’re using the field prospect type, and selecting a different version to show for customers and prospects. You can copy and paste the thank you copy you created, drop it into each version in the dynamic content, then change the CTA for each audience. You can also, just create dynamic content for the CTA rather than creating the entire thank you content block, you can just create a portion of it and drop it into the form.
Step 3: Add Dynamic Content to your Form
Once you have completed your Dynamic Content, go back to your form, and drop in the dynamic content using the WYSIWYG editor. Depending on what content will appear dynamically will depend on your placement of the Dynamic Content.
Summary
In this post, we’ve explored the difference between using simple, plain text thank you content and inserting some visuals and personalization with advanced dynamic content to wow the prospects who completed the form.
You will no long be wasting an opportunity to showcase some related content based on what the user was interested in with some great visuals, or even use dynamic content to show product-related information based on existing products/services.
Check out some of the other advanced Pardot form features that will help you get some creative ideas on how to spice up your forms, whether you’re new to Pardot or you’re a long time user looking to change up your forms a bit and use some of the advanced features!