Let's look at what a web form should ultimately be, ignoring the technicalities. First, the usual suspects:

  • Clear form labeling so visitors know what they are being asked for
  • As few fields as possible to encourage them to complete the form
  • First name field so you can respond at a personal level 
  • Contact field, usually email address
  • Details field for ad-hoc information
  • A disclaimer guarantee that the contact information will not be sold, shared or used for nefarious reasons
  • An immediate response verifying the form has been received
  • An immediate response if form submission has failed, the reason why, and some remedial action

That's the obvious stuff from a visitors perspective. Now consider what will be useful for the sales team:

  • In the background, the form should identify if the submitter already exists in the destination system and if so, update the record rather than creating a duplicate. Save logic should have flexible deduplication capabilities
  • Form field data should be pushed to the CRM (typically in a lead or contact) for processing via workflow. CRMs are specifically designed to receive and process leads, then turn them into customer records if they meet your business requirements
  • An auto-notification should be sent to the sales person responsible for the form 
  • Browsing data should be sent to the CRM so sales have an insight into the visitor's website behavior and level of interest before they completed the form
  • The CRM should automatically add all form submitters into a campaign so they can be communicated with as a group
  • The CRM should allow the sales team to personalize the website experience of the visitor, so if they return to the website they will have a targeted experience

The Ultimate Web Form

Creating web forms using tools like Sitecore Experience forms is usually straightforward but creators should be aware that leads can be easily lost by hastily made forms. When thinking about lead processing in its entirety, it is clear that a CRM integration would be a useful tool to make processing more efficient.