Today we’re going to have a quick look at how you can increase your email campaign conversion rates by auto populating forms with customer information from email campaigns using Google Tag Manager and Woopra.
At times you will have an email campaign leading your customers to download an eBook, request more information on a product, create a new account or claim another type of offer. Whatever your objective might be, you want to maximize your customer engagement with your content.
If there’s anything we can learn from A/B testing CTA landing pages, we know that less is more!
The less interactions required by a customer to reach their goal, the more likely they are to convert on a CTA landing page.
So let’s make it even easier for our customers and bring them 1 click away from reaching your landing page goals by filling out a form using URL variables and then passing the information back to Woopra.
Required for this setup:
- Google Tag Manager installed and running on your website
- Woopra Tracking code installed and running on your website
- Mass email program (such as Mailchimp)
Update Your Email Campaign Links
Most email providers allow you to personalize your links with customer information using “Merge” tags. For this example we’re going to use MailChimp Merge tags to personalize the variables outputted on each link click in your campaign emails.
To ensure that all visitor information is tracked in Woopra, ensure you are using the variables
wv_name plus any other custom variables you have already set in your visitor data schema. Provided you have the Woopra Tracking Code installed, this information will automatically be passed to Woopra which also helps in tracking your customers cross-device.
In Mailchimp (or your email program) update your links and append the merge tags.
When a link is clicked in your email campaign, it should then appear like the below.
If you also want to hide the variables to keep your URL clean, you can update your Woopra tracking code with the parameter
Read more on how to setup Woopra campaign tracking if you need further information on how this works.
Update Your Form IDs
Depending on your website setup, you might be working with multiple forms which include different ID variables. If you don’t already have a standard for the ID’s set on fields, now might be the best time to set one up.
For this example we’re going to use the Name and Email fields, so we will set our field ID's to correspond correctly to these fields.
You can tailor this example for your own form fields/variables.
<input type="text" name="your-email" value="" size="40" id="email">
<input type="text" name="your-name" value="" size="40" id="name">
Auto-populate Form Information Using GTM
And now for the "glue" which makes everything work.
When a customer clicks a link in your campaign email they generally need to re-enter their contact information in order to access the resource, using this short piece of code and Google Tag Manager, information will be directly passed into your form fields from the variables in the URL link click.
Create the Variables:
First we need to create two URL query variables which will capture
wv_name for later use in the GTM Tag.
- Variable name:
- Variable type:
- Component Type:
- Query Key:
Create the Trigger:
Create a new Trigger which only fires when
wv_name are detected in the URL bar. If you have other variables, you can also add these in.
- Trigger Event:
- Fire on:
Page URL > contains > wv_email
Create the Tag:
Create a new RAW HTML tag and copy paste the below snippet of code into the box provided. If you have extra variables, ensure you have also added these in to match the query variables created in the first step.
- Tag type:
Customer HTML Tag
- Configure Tag HTML:
- Fire on:
Choose trigger created in previous step
document.getElementById("name").value = ;
document.getElementById("email").value = ;
Once all GTM components have been created, publish your container and test out your tracking using a dummy email with one of your website pages containing a form.
If you are using any website caching, ensure you have cleared your cache before testing as some changes to forms might not have reflected yet.
Now it's time to run some campaigns and test out to see if you can also notice a difference in conversion rates by auto completing forms for your customers :)
Hope you've enjoyed reading - please leave any questions or comments below.
About the Author: This post was written by Nathan from MooMetric.com.