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Question:
What is the process I can use to implement tracking on a short Ajax lead generation form that is designed to convert users’ offline?
Answer:
On the macro level the form page should be tracked as a site page to get exposure to page views, visits and visitors. Additionally, the form completion page should be tracked as a separate page so that basic conversion ratios can be calculated. These pages can either be passed into the standard Omniture pages report or their own Ajax specific pages report. The decision of where to place the pages should be based on if your business views these pages as being seamlessly integrated in the primary site or if Ajax content is differentiated from other pages. An advantage of tracking the form and completion pages as standard Omniture pages is that you will get all associated pages report including pathing and page time.
Given that completing this form is clearly a site success it might also make sense to track the completion page as an evar and/or event. Tracking the initial form page itself in a similar manner could also have analytic value, but should be a lesser priority, especially if you are limited in available evar or event slots.
Looking at the micro level it is possible to implement form tracking on the Ajax form to determine areas that were filled out and overall percent completion. This type of tracking should be implemented if you would like to have a very detailed funnel report to show visits reaching the form complete page. If you have worries about users exiting the form due to not wanting to provide required fields, such as last name or email, you might get some insight by implementing this type of tracking. Additionally, if you think stakeholders will question what is or isn’t getting filled out, then you should implement this level of detail. With those considerations in mind, in this instance the small size of the form probably would make detailed form tracking uninteresting and difficult to interpret. To some extent, that level of detail might muddy the analytic picture and could cause incorrect conclusions to be drawn. Form tracking should only be implemented if you see a specific need for it.
Depending on your technological barriers this might be an opportunity to marry the offline conversion data with the Omniture API. By using email address or a back end system identifier you should be able to line up online and offline behavior and establish a true conversion funnel from internet visit source to offline conversion. If successfully implemented, you should also be able to track post conversion online behavior and compare it to the behavior of non converting form submitters (oh the analytic possibilities!).
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