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We built the best signup form ever, and are giving it to everyone! If you are in B2B this will boost your conversion rate by 20% on day 1.

2 years ago we started using dynamic enrichment via Clearbit in the client as a way to improve our signup rates & validate the data. We've been refining it since, with live user scoring via MadKudu and dynamic content ... This nifty piece of code will:

  • Prefill your user's form with rich user data 
  • Ensure the data matches before capturing the full profile 
  • Display social proof based on user role 
  • Enable user scoring & dynamic variations 

Segment’s open-source Frictionless Signup shortens your signup form with automatically populated fields from Clearbit. You can increase your conversion rates without sacrificing enriched customer data. Clearbit will prefill data on your customers, and Segment will pass that data along to any marketing or analytics tool you want to use. When you know more about your customers, like where they work, what they do, and how big their company is, you can use those extra data points to send more helpful messages.

  • BH

    ben hoffman

    over 2 years ago #

    dude thanks @gyu thanks for posting this!

    If you are a technical marketer, growth PM, or engineer interested in growth hacking, then we wrote this post for you!

    Take a read, comment here if you have any questions, or tweet at me @benhoffman_ Happy to answer any questions to help you implement it yourself!

  • TM

    Ty Magnin

    over 2 years ago #

    this is great. we implemented @appcues and were able to add fields to get more info while not sacrificing conversion rates

    • BH

      ben hoffman

      over 2 years ago #

      that's awesome. love the work ya'll do there @tymagnin

      been reading your posts for awhile now, event before joining Segment! glad to hear you also use frictionless signup

  • AA

    Anuj Adhiya

    over 2 years ago #

    @gyu @benhoffman. This is quite cool.
    One question though:
    If you use salesforce as your CRM, they have a clearbit integration that could do all of this data enrichment at the back end: https://clearbit.com/salesforce

    So in this scenario what advantage would there be of using such a (longer) form?

    • BH

      ben hoffman

      over 2 years ago #

      hey @anujadhiya! thanks for the question.

      you could enrich your profiles in SF directly, as well as a dozen other downstream integrations. but why bother? you can do it once with Segment and disperse that data to any integration you see here: https://segment.com/catalog#integrations/all

      also, sometimes you may want additional form fields to check that the enrichment is for the correct person.

      • AA

        Anuj Adhiya

        over 2 years ago #

        Thanks @benhoffman - appreciate that.

        Allow me, if you will, to play devil's advocate for a little while longer for the SalesForce (SF) scenario because I'm genuinely fascinated by all this and am trying to round out my understanding of the benefits of the approach in the article.

        Clearly, SF has a boatload of integrations for marketing/analytics products too. If my understanding of how the SF integrations work is correct, the enrichment can still be done just once with SF which can then disperse the rich data downstream to whatever tool. It feels like there doesn't appear to be any significant extra work to achieve a similar outcome to the long form if one were to stick with a shorter form.

        So can you help me understand what benefit(s) I'm still not grasping of using this long form in the SF scenario (keeping aside the secondary scenario you mentioned at the end of your response)?

        All of this also made me think of another related question:
        If I have SF, what's the downside of just integrating Segment with SF (almost as a hub) and running downstream integrations off of SF vs integrating SF & each tool individually with Segment (ie none of the downstream tools are integrated with SF)?

        Thanks!

  • CP

    Chaitanya Pattapu

    about 2 years ago #

    I have been trying to implement this idea. But it's not working with hubspot forms. Has anyone implemented this with hubspot forms and have any tips?

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