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How do I set up progressive profiling using conditional fields?

Concept

By default, Pardot forms only display prospects fields that they have not yet completed.

For example, if your form contains First Name, Last Name, and Email, but the prospect has previously completed forms asking for their First and Last Name, only Email will be displayed.

Pardot gives you the ability to conditionally display a form field based on other fields’ previous completion on other forms. This allows you to show a small number of fields on one form in order to drive a high conversion rate. Conditional fields give you the ability to capture additional information over the course of time (upon subsequent visits).

For example:

  • By default all forms could show First Name, Last Name, Company, and Email.
  • Once these first four fields are completed then the form will show the Job Title field.
  • When Job Title is completed then the form will show a Number of Employees field.
  • If Number of Employees was completed then the form will show an Industry dropdown field.

This functionality allows marketers to progressively gather more information over time and build a profile of the prospect.

Instructions

To set up the example outlined above, take the following steps:

  • Go to Marketing > Forms.
  • Select the Form that you wish to edit.
  • In Step 2 of the form builder, edit the Job Title field that you want to conditionally display.
    • Go to the “Progressive” tab.
    • Check the option for ‘Progressively display this field only if the prospect already has data in the following field(s):’.
    • In the dropdown option that appears add: First Name, Last Name, Company, Email.
    • Click ‘Save changes’.

Pardot_Form_Progressive

  • Edit the Employees field that you want to conditionally display.
    • Go to the “Progressive” tab
    • Check the option for ‘Progressively display this field only if the prospect already has data in the following field(s):’.
    • In the dropdown option that appears select: Job Title.
    • Click ‘Save changes’.

Pardot_Form_Progressive1

  • Edit the Industry field that you want to conditionally display, go to the “Progressive” tab
  • Check the option for ‘Progressively display this field only if the prospect already has data in the following field(s):’.
  • In the dropdown option that appears select: Employees.
  • Click ‘Save changes’.

Pardot_Form_Progressive2

Due to the conditional fields this form will now show in 4 “phases”–each time the prospect submits the form, they will be prompted for more information.

If you wish to show an entirely new set of fields on the second view (for example, fields A – D on the first view, but fields E – G on the second view), just make the “second view” fields all dependent on the same set of fields.

Notes

  • If you would like to have multiple progressive questions per “phase” of the form then use the same logic as designated above for all fields in that “phase”.
  • If you return to the same form without clearing your cookies within a 10 minute window after completing it, you will still see the thank you content or be redirected to the thank you page.