Form elements

How to build forms and collect contact info. Adding custom fields, form redirect settings, integration settings and more

Jonathan Denney avatar
Written by Jonathan Denney
Updated over a week ago

By adding a form element to your campaign, you can collect contact details and custom field values from your website visitors.

Just click to add an element and choose the "form" element type. You'll be able to choose from form templates, or create from scratch.

Once you've added your form, select it to show the form settings in the builder panel.

Toggling contact form fields

Select the form element and you can toggle on all of the contact fields you want to request.

ConvertFlow's form fields come with preset contact fields already configured for you, helping you collect standard contact information and send it to your integration's contact fields.

Each contact field can be edited by clicking on the field setting in the builder panel and adjusting the options in the modal. You can edit the placeholder displayed in the field, add a label, make the field required, and more.

Email and phone verification fields

You can optionally have ConvertFlow check that the entered email address is real and exists with their email provider, at the expense of a few seconds of wait time for your visitor. This can help improve your email list quality, and sender score and potentially reduce the need to send a double opt-in confirmation email.

Pro tip: Want to allow business emails only? Toggling email validation also presents an optional setting that can be enabled to allow business emails only.

Verification is available for phone fields as well, so you can prevent visitors from entering invalid phone numbers into your forms.

If the phone number entered isn't real, ConvertFlow will require the visitor to enter a real phone number that can be verified. Once verified, it'll format and sync the phone number in the international E.164 standard that SMS marketing tools require.

Toggling consent checkboxes

Scroll below the preset contact fields and you'll find more options you can enable.

You'll also find options to enable compliance checkboxes on your form.

  • Privacy consent checkbox: By adding your privacy policy and terms of service to your ConvertFlow website, you can directly link to that info alongside a required checkbox using the "Require Privacy Consent" checkbox. 

  • Marketing consent checkbox: If your form gates some form of content the visitor is expecting to get, but also opts them into an email list, you can collect consent for ongoing marketing with the "Request Marketing Consent" checkbox.

  • SMS consent checkbox: Require consent to SMS marketing with required SMS marketing disclosures.

Consent values from your contact can be sent to their subscriber record in your ESP/CRM by mapping these preset fields in your integration settings:

Field pre-filling

ConvertFlow progressive profiling tracks and remembers people's field submissions, making sure you don't have to ask for the same info again, shortening your forms.

You can control whether form fields are pre-filled or not, whether they're hidden if pre-filled, etc.

Adding custom fields

By clicking to add a field at the end of the fields list, you can add as many custom fields to your form as you would like.

First, choose a custom field data name. 

The custom field data name can be for ConvertFlow only, or you can choose from the custom fields created in your integrated ESP/CRM and ConvertFlow will send that custom field info collected by this form to your integrated tool.

Next, choose what type of custom field you want to display to your visitor. You can choose between having a text field, dropdown field, radio selection field, paragraph field or a hidden field.

Each field type has their own options that can be configured. Drop downs and radio select fields can have options added, you can give the field a label, text fields can have a placeholder display, etc.

Pro tips:

  • Want to create a custom checkbox? Create a radio selection field and add only one option.

  • Want to separate your dropdown options' data value from the displayed label? Click on the field option to open up a settings modal where you can control this.

  • Dropdown and radio/checkbox select field options can be assigned score values by clicking on the field option to open up the settings modal.

  • The range custom field type can be used to make it easy for visitors to input numerical values, NPS scores, price estimates, percentages, etc.

Styling your form's design

When editing a form, in the builder panel, click to the "Design" tab to style your form.

Here you can space your form in your campaign, choose whether you want your form to have a vertical or horizontal field layout, how wide you want your form to expand, the fonts used for your form, button color, button roundness, field color, drop shadows, etc.

Configuring form submission actions

In the "Actions" tab, you'll be able to control what happens after someone submits your form.

Here are some of the actions you can perform upon form submission:

  • You can choose to redirect your visitors to a URL

  • Show another funnel step in the campaign

  • Display a thank you message

  • Display a popup campaign you've created in ConvertFlow

  • Open an SMS message to a phone number

Select the form action you want, and you'll be able to enter the details.


Here you can also add "Automations". These can be automations in ConvertFlow such as sending a lead alert to a team member, adding a tag, etc.

You can also add automations to your integrated email service provider. For example, for MailChimp you can choose which list you want to add the contact to. 

Add as many automations as you need to properly segment your contacts into the right audiences in your connected tools:

Running custom scripts and conversion pixels

By adding custom scripts to your form's actions, you can fire conversion pixels in your advertising platforms and perform other custom javascript. ConvertFlow will run custom scripts added here only after the form has been successfully submitted.

Conditional actions

Upon submitting the form, ConvertFlow will always perform the default action you've configured.

However, there may be scenarios where you want to perform conditional actions only for certain people, such as redirecting to a different URL based on certain field values.

By clicking "+ Add Conditional Action", you can perform conditional actions only for the visitors that meet the conditions you've defined. [Tutorial →]

Reporting on form submissions

Head to your campaign's funnel breakdown report to see how many people are submitting your form and selecting specific answers.

Important: To see field values for specific contact submissions, visitors need to provide an email address or a phone number, for the form responses to be linked to a contact and become visible to you.

Dropdown, radio, checkbox, and survey answers will have anonymized statistics for all submissions in the funnel report.

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