This is a guest blog post from Justuno, the conversion optimization platform. 

What exactly are hidden fields?

Hidden fields are a powerful way to capture information about your potential ecommerce buyers. Using a lead capture tool, your promotions are able to pull in additional data from your consumer beyond just the typical “name and e-mail” that is visible. Hidden fields are auto-populated fields that are pulled from a visitor once they consent to submit their information in a lead capture form.

When properly implemented, you can collect a wealth of data about your customer’s preferences, demographics, and most importantly, usable data for deeper segmentation. Let’s break down a few examples of hidden fields and how you can use them to improve your ecommerce marketing.

Why Use Hidden Fields?

As a marketer, your goal is to deliver relevant marketing messages to leads and customers. A more personalized touchpoint is going to be more effective in driving revenue. But in order to deliver a user-focused experience, you need usable data.

Hidden fields allow marketers to capture that useful data without requiring a visitor to fill out a massive, multi-field form. Research has shown that 2 to 3 forms is the optimal quantity of forms that consumers are willing to fill out, so hidden fields are the solution. Completely bypassing the headache of optimizing your form fields, this tool gives you all the information you need. This keeps your form opt-in rate high while also capturing data that can be used to segment contacts and personalize the marketing message moving forward.

This in-house promo from Justuno seems perfectly mundane, right? Wrong! There’s a number of hidden fields behind this promotion, giving you exactly the information you need from your subscribers. Let’s take a closer look under the hood.

After revealing the previously hidden fields of this promotion, I bet you’re starting to see the possibilities of utilizing hidden fields yourself. These particular four above are designed to:

  • Pull the referring URL
  • Store the coupon code offered after opting-in for future email marketing campaigns
  • Pull the Current URL
  • Store the name of the promotion

Quick, easy and effective. Now your lead capture form is working 4x for you. You can now track the effectiveness of any offsite promotions (Referring URL), which coupon codes you’ve offered to these email leads (Coupon Code), where users are successfully opting-in on your site (current URL), and which Promotion they interact with (saving coupon code for mirroring).

At Justuno, we believe ‘All data is good data,’ meaning all of this information is critical in helping segment a changing and growing customer base. By carefully collecting all of this customer data, I’m now able to use this information for laser-targeted email marketing campaigns.

Access to Better Data

Your marketing is really only as good as the data you base it on. That’s why it’s so important to get creative with your hidden fields and pull the best possible information you can. Using hidden fields, for example, you can pull data like:  

  • Current URL The url a user is on when they submit the form. This shows you what products your consumers are interested in? If you are receiving a bulk of your leads from a specific URL, investing into that specific landing page could net you huge conversions. For example, if users seem to opt-in more on your fall jacket collection, you are able to segment those consumers into a separate email list or email flow. Those customers then receive exactly the products they want to see and will net a higher rate of conversion.
  • Coupon code The code they receive in the post engagement. This is perfect for email and promotion mirroring. You can keep your marketing campaigns consistent by triggering automatic emails with the same coupon code they saw on your site. You care about detail, and the consumer will notice it.
  • Referring URL The URL the user clicked on to get to the new page on your website. Was your current visitor looking at your best-selling item (or a new contender for best-seller) before interacting with your lead capture form? With hidden fields integrated into your promotions and lead capture points, you can figure out exactly how your consumers are reaching your promotions, completely utilizing your conversion funnels.
  • Previous Domain Referring URL The URL of the referring website. Are you running off-site promotions? Want to check how engaged search traffic is? Measure your conversion success by adding a hidden field which will pull the referral URL automatically into your ESP. Now you know exactly how they are reaching your site and have a segmented email list prepared for those type of visitors.

Integrate Hidden Fields into Your Marketing

How exactly can you use the data from hidden fields? It depends on what you’re trying to achieve. If you’re an Instagram-focused retailer, for example, you can use Shopping Tags to drive traffic to your product pages. Once these visitors land and interact with your hidden fields, you can segment those users into a separate email campaign by pulling the referral URL of Instagram. Then you can target Instagram leads with product-focused emails, light on copy. That’s what they want to see.

If I can leave you with any idea of the potential of hidden fields, the keyword here should be nurturing. Understanding your consumer is one of the most important steps to nurturing and growing your customer base. Be aware that all consumers are not the same, and therefore shouldn’t be treated the same.

By collecting useful data at the point of opt-in, you can better segment campaigns and deliver a much more effective marketing experience.  No more ‘batch and blast’ e-mails — with hidden fields you can better craft an airtight conversion gameplan from start to finish.


Ben Choy

Ben is an avid content creator in the tech field and loving every second of it. An aspiring writer turned marketer, he enjoys all things to do with digital media. (Millennial in denial)