Landing Pages, Forms, and Web Tracking
Core concepts
Know landing page templates, guided vs. free-form editors, forms 2.0, progressive profiling, and Munchkin web tracking. Understand that forms map fields to person fields, can trigger smart campaigns, and support progressive profiling to collect data over multiple visits. Landing pages can be A/B tested and gated. Web tracking uses the Munchkin cookie to log web page activities and anonymous visits.
Traps
- Confusing progressive profiling (reveals new fields on repeat visits) with prefill (fills known fields).
- Forgetting that a form must be approved and embedded correctly; unapproved forms won't submit.
- Assuming Munchkin tracks anonymous people as known leads - it logs anonymous activity until a form fill associates the cookie.
- Mixing guided landing page templates (locked structure) with free-form (full control).
Rule of thumb
If a question asks how to gather more data without hurting conversion, the answer is progressive profiling - show fewer fields initially, reveal more on return visits.
Worked example
A lead fills a 3-field form, then returns and sees 2 additional fields via progressive profiling. The form prefills known values and adds new ones, enriching the record without a long first form.