Forms & Surveys

Forms and surveys are your primary tools for capturing lead information, collecting customer feedback, processing payments, and qualifying prospects. Every submission flows directly into the CRM, creating or updating contact records and triggering automations. Whether you need a simple contact form, a multi-page intake survey, or a donation form with payment processing, the form and survey builder handles it all from one centralized workspace. Both asset types share the same drag-and-drop builder, the same element library, and can be embedded on funnels, websites, external pages, or shared as standalone links.

Forms vs Surveys

Forms are designed for direct data capture on a single page: contact information, registration details, order submissions. Surveys are built for multi-step questionnaires that guide respondents through a sequence of questions, often with branching logic that adapts based on their answers. Both use the same builder and element library, but surveys add multi-step navigation and more powerful conditional logic for complex qualification flows.

Element Library

The builder provides everything you need to collect any type of data. Standard contact fields (first name, last name, email, phone, address) automatically map to CRM fields. Custom field elements let you add text inputs, text areas, dropdowns, checkboxes, radio buttons, date pickers, number fields, and file uploads. Radio buttons support an “Other” option so respondents can type custom answers. Text and heading elements provide instructional copy and section headers with inline formatting. Terms and conditions checkboxes handle consent and compliance language. Payment elements connect to Stripe for one-time payments, subscriptions, and donations. File upload fields accept documents and images with configurable size limits and file types.

Conditional Logic

Conditional logic shows or hides elements based on previous answers, creating personalized experiences without overwhelming respondents with irrelevant questions. It works in both forms and surveys. In forms, you control field visibility. In surveys, you also control step navigation and branching. Conditional Logic V2 adds support for multiple conditions, nested rules, and complex “and/or” logic groups. Set conditions by clicking any element, selecting the Logic tab, and defining your trigger rules.

Deployment Options

Every form and survey has a standalone shareable link you can send via email, SMS, or social media. Drag the form element onto any funnel step or website page using the Form Picker to embed it inline. Copy the embed code from the Share menu and paste it into external websites or WordPress pages. Configure popup triggers to display forms on page load, exit intent, time delays, or element clicks.

Key Capabilities

Themes provide ready-made visual presets with consistent colors, typography, spacing, and button styles. Apply a theme first, then customize colors, backgrounds, fonts, and button styles to match your brand. Inline editing lets you click directly on labels, placeholders, dropdown options, button text, and headings to update them without opening side panels. SMS and email verification confirm contact identity before accepting submissions, reducing spam and fake leads. Payment collection works for one-time purchases, subscriptions, and donations through the payment element connected to Stripe. Math calculations perform real-time computations based on field values, useful for pricing calculators and scoring systems. Analytics track views, submissions, conversion rates, and drop-off points so you can optimize for higher completion rates.

Pro Tips

Start with templates (Contact, Application, Order, Donation, Registration, Request, Subscribe) rather than building from scratch. Keep forms short and only ask for information you actually need at that stage. Test your forms on both desktop and mobile before publishing to verify all fields work, conditional logic triggers correctly, and payment processing completes. Use the Form Picker to reuse the same form asset across multiple pages for consistent branding, field mapping, and analytics. Monitor analytics weekly to spot low conversion rates or high drop-off points, then iterate with small changes like reordering fields, simplifying labels, or reducing steps.

Common Questions

Can I use conditional logic in forms, or only in surveys? Conditional logic is available in both forms and surveys. In forms, you can show or hide fields based on previous answers. In surveys, you can additionally control step navigation and branching across multiple steps.

How do I accept payments on a form? Add the Payment element to your form, connect your Stripe account under Payments > Integrations, and configure products or custom amounts. Use an Order-style template for product-based checkout flows with quantities and order bumps.

Can I embed a form on an external website? Yes. Click Share in the form builder header, select Embed Code, and paste the HTML snippet into your external website. The form loads in an iframe that adapts to your page layout.

Can I convert a form to a survey or vice versa? Converting between types is not directly supported. If you need to switch formats, duplicate the content and rebuild it in the other format to maintain data integrity and avoid submission tracking issues.

How do I add SMS verification to a form? Click on the phone number field in the builder, toggle on Verification in the element settings, and configure the verification message. Respondents receive a one-time code via SMS that they must enter to submit the form, confirming the phone number is real and belongs to them.