You want your website forms to work for you, right? You want them to be more than random fields on your website just to get some information from website visitors. No, you want them to be a lead capture tool that gets the right information at the right time and gives you high-quality marketing qualified leads.
You also want your forms to have the best conversion rate and, for that, you must ask the right questions depending on the purpose of the form. Ask too many questions and your conversion rate will suffer, ask too few and your sales team will struggle to get high quality marketing qualified leads. It’s a fine balancing act.
HubSpot gives you a perfect way to optimize your forms by using smarter form fields. Using dependent or progressive form fields in your HubSpot forms, enables you to up your conversion rate and, at the same, get high quality information on your customers that makes the sales team’s life easier.
But what are dependent and progressive form fields and how do you set them up? Here we’ll look at how you could set up these fields to improve your forms.
How to Set Up Dependent Form Fields?
Dependent form fields allow you to display certain fields based on visitors’ answers to previous questions. A simple example would be asking a visitor if they have a pc. If they answer yes, you could display a dropdown list allowing them to specify their operating system. This makes form less intimidating with less initial fields that makes visitors more likely to complete them.
To set up dependent fields:
- Navigate to Marketing in your HubSpot account.
- Select Lead Capture and then Forms.
- Create a new form or hover over an existing form and select Edit form in the Actions dropdown menu.
- In the form preview, hover over the field you want to add dependent fields to and click the pencil icon.
- In the left panel, select the Logic tab.
- In the Dependent Fields section, select the first dropdown menu and select the targeting rule for your dependent field from the dropdown list.
- In the second dropdown menu, set the value, based on your selected targeting rule, that should trigger the dependent field.
- In the third dropdown menu, under then show, select the dependent field that should appear if the conditions are met.
- Select Add.
- To add additional fields, select the + Add another rule. In this way you can show different fields foe different responses by the visitor.
Progressive Form Fields
With progressive form fields, you use information you already have to determine which form fields are displayed. In other words, if a visitor already has a value for a specific field, you can specify that another field displays in its place. This allows you to know your customers better and get more information over time without overwhelming them with forms that are too long or cumbersome.
To set up progressive fields:
- In your HubSpot account navigate to Marketing and select Forms under Lead Capture.
- Select the name of a form or create a new form.
- Scroll down to the Queued progressive fields section in the form editor and drag over any fields you want to display in place of a visitor’s previously recorded fields. The fields will be displayed in this order if the visitor has any known values for any of your progressive form fields.
- To edit your progressive field, select the pencil icon.
- Select the Logic tab in the left panel.
- Select the dropdown menu in the Dependent Fields section and select the criteria you want to use in your progressive field and then select the form field to show if the conditions are met.
- When you’ve added your criteria, select Add.
You can also test your progressive fields by selecting the Style & Preview tab. Select Test in the left panel to expand it and select a Queued progressive field checkbox. Here you’ll be able to see how the form changes for a visitor who has already completed the field or who already has a value for the field. Once done, you can Save or Publish your changes.
Progressive and dependent form fields are a perfect way to up your conversion rate and increase your website conversion optimization. You’ll get higher quality lead information and, at the same time, avoid repetition by having customers completing a multitude of forms, all with basically the same information. As a bonus, you also don’t have to create individual forms for specific pages, thereby saving you time that you could spend on more important things.
This makes your forms a valuable tool in your overall marketing efforts, leading to better campaigns and, ultimately, more revenue. Isn’t it time you tried dependent and progressive fields in your forms?