Build accurate profiles

Build known profiles through a simple lead capture modal powered by Pathfora.

Create custom on-site experiences for effectively capturing emails of anonymous visitors.

As third-party cookies decline, connecting consumer behavior across channels is becoming more and more challenging, complicating efforts to deliver effective personalization and target campaigns accurately. Capturing a strong identifier has quickly become one of the most crucial goals of an effective marketing strategy. To deliver relevant content based on engagement and to maximize marketing budgets by reaching the right users, businesses must capture identifiers, like email, that can connect behaviors across channels and build complete profiles.

How can Lytics help?

Programmatically review and identify current web visitors

Lytics’ real-time personalization engine lets you programmatically review and identify current web visitors. With access to a visitor’s comprehensive profile, you can deliver lead capture forms to a user based on the segments they do or do not belong to.

Pre-built and custom segments for creating hyper-focused campaigns

Lytics has segments, including anonymous users, that are available out-of-the-box to help support everyday use cases so you can hit the ground running. You can also create custom audiences defined based on your exact needs using Lytic’s audience wizard.

Flexible, built-in personalization SDK for on-site experience delivery

Lytics has created a robust personalization functionality via our Pathfora SDK into the Lytics JavaScript tag. This powerful client-side feature allows web developers to create unique experiences with minimal lift.

No data mapping required for common form fields

Because the Pathfora SDK functionality was developed alongside the Lytics tag, collecting data from typical fields-like email, name, phone, company, etc.-included in your lead capture forms is entirely turn-key.

Prerequisites

To activate this use case, you will need to have:

Access to an active Lytics account.

Create one for free here.

The Lytics JavaScript Tag installed on your site.

Learn how to install the tag here.

The ability to add JavaScript to your website via tag manager or CMS.

Entry-level knowledge of JavaScript.

(Don’t worry; it is mostly “copy and paste”).

Not familiar with JavaScript?

Consider using our Drupal module, WordPress plugin, or in-app Experience wizard to easily create your lead capture Experience.

Level of effort Medium

Let's get started

1

Plan the messaging and incentive for your lead capture form. For best results, we recommend leveraging an offer or incentive that will resonate with your customers to entice them to “sign up” and identify themselves. In return, you’ll gain more information about this visitor, strengthen their customer profile, and unlock the ability to connect in channels outside the web.

2

Make the necessary user profile data accessible. As an admin user of Lytics, you can enable or disable any attributes or segments from being surfaced to the web via our JavaScript SDK. In this example, we are using a Lytics-created audience that is already enabled by default:

anonymous_profiles: This pre-built audience represents visitors without an email address present on the profile

3

Configure your web experience. To execute this use case, we will launch a simple email capture form at the bottom left of your site. The lead capture will use a generic “dark” theme and boilerplate messaging. Below is a JavaScript snippet that you can customize to suit your needs.


jstag.on('pathfora.publish.done', function(topic, event) {
  var module = new pathfora.Form({
    id: 'lead-capture-form',
    layout: 'slideout',
    theme: 'dark',
    headline: 'Sign up!',
    msg: 'Submit this form to get updates',
    formElements: [
      {
        "type": "email",
        "required": true,
        "label": "Email",
        "name": "email"
      }
    ]
  });

  var modules = {
    target: [{
      segment: "anonymous_profiles",
      widgets: [module]
    }]
  };

  pathfora.initializeWidgets(modules);
});

4

Build a Report to track your campaign’s impact. Lytics stores profile-level engagement for all Pathfora experiences. Because this data is surfaced on the profile, you can create a Lytics report to visualize the impact of your campaign.

5

Activate the Experience and start collecting leads. Once you have configured and tested your Experience, activation is as simple as publishing the JavaScript code to your site. This may be done via a tag manager like Google Tag Manager or another mechanism such as Drupal blocks or WordPress.