Pardot: Visitors to Prospects, How they Convert

There are two distinct prospects arriving to your website. The website is either being accessed by a visitor or a prospect.

A visitor is pretty much a stranger. We don’t know much about this person, they have visited at least one page on the site but not have provided any information about themselves.

Then, there are prospects. With these prospects, we have the juicy details. We’ve collected an email address through a form or a landing page, giving us a confirmation of who they are and a way to actively engage with them.

In Pardot, the Visitor List provides an excellent exportable list of Prospects visiting your site. It’ll provide the email address, number of times they’ve visited your site, page views, hostname, and the first and last page views.

These can be filtered in several ways, including listing All Visitors, Active Visitors, and Identified Visitors.

The aim, of course, is to convert as many Visitors as possible into Prospects. There are several ways to do this, including:

• Capturing information via a form

• Capturing information via a form handler

• Capturing information via a landing page

• Generating a redirect URL with the visitor’s email address in the URS as a parameter

Have you seen the best practices regarding Landing Page best practices?

Here is a list of Lead Pages’ 2017 Best or 5 Beyond-the-Surface B2B Landing Page Best Practices to Fill Your Lead Pipeline, lastly, snag some great ideas from the Ultimate List of Free Landing Page Templates.

As you can see, I’m super biased towards Lead Pages as they have built over one million landing pages, captured all the data and conversion results, and spew out what has worked best! Win, win, win!!!

Forms and landing pages are easily created via Pardot.

If you desire to capture unique information not defaulted in the standard Pardot fields, simply create custom fields by navigating in the menu Admin >> Configure Fields >> Prospect Fields.

These can then be used in your Landing Pages and Forms to capture the data you’re looking for.

In addition, to find more detailed data on Prospects, navigate to the Prospect List via the menu Prospect >> Prospect List.

The Prospect List will give you a deeper dive into the prospects whereas the Visitor list provides a 30,000 ft. level of who is doing a drive by.

In the Prospect details, data such as Prospect Name, Company, Score, Grade, and Last Activity Date are displayed.

In addition, there are icons that indicate whether the prospect was Recently Active, Active, Never Active, Removed from all email communication, and linking to the Salesforce.com record. Using the gear icon to Assign, Delete, and Edit prospects!