The form action collects leads — email sign-ups, demo requests, gated-content unlocks, anything you need a visitor to fill in — and everything about it is controlled from the action menu: the layout, the fields, what’s pre-filled, and exactly what happens when someone submits. This guide covers all three.
Choose a form type
Every form is a full action you can restyle to your brand. Start from any of these:
- Lead form — the classic: name, email, and any custom fields. See the Lead Form template.
- Form + product recommendations — capture the lead, then show personalized product recs in the same action — turn a sign-up into a shopping moment.
- Form + content recommendations — capture, then suggest the most relevant articles or resources to read next.
- Spin-to-win — gamified email capture for a code or prize. See the Spin Wheel template.
- Multi-step form — split a longer form across steps so it doesn’t feel heavy.
- Gated content — require the form before revealing a whitepaper, pricing, or a video.
Fields, dynamic values & pre-fill
Add whatever fields you need, then make the form feel like it already knows the visitor. Any field can carry a dynamic value — insert a variable and Personyze fills it from the visitor’s profile, your CRM, or a custom attribute.
- Insert a variable —
{{ visitor.first_name }},{{ visitor.email }},{{ crm.company }},{{ crm.industry }}, or any custom attribute. Use them in field values and in the copy (e.g. a headline that greets the visitor by name). - Pre-fill when known — if the value is already on the visitor’s profile, the field is filled in automatically. A returning visitor sees their email already there.
- Hide the field if already known — skip what you already have. Shorter forms convert better, and if you already know the email you can drop the field entirely — even auto-submit-style flows where the visitor barely types.
- Required / validation — mark fields required and validate format (email, phone) before the form can be sent.
What happens when the form is submitted
This is where a form becomes useful. On submit you can do any of the following — several at once:
- Save to the visitor’s profile (always) — every field is written to the profile, so you can target and personalize on it afterward (e.g. “has requested a demo”).
- Show a thank-you message — swap the form for a confirmation in place, no page reload. The message can use variables too (“Thanks, {{ visitor.first_name }}”).
- Redirect to a page — send the visitor to a thank-you page, a download, or a booking link after they submit.
- Send a thank-you email to the visitor (on by default) — an automatic confirmation to the address they entered, using your default template. Edit the copy and sender any time.
- Forward the lead to an email address — email the submission to your team the moment it arrives (one or more addresses), so sales can act immediately.
- Send to a webhook — POST the submission to any URL to trigger business logic elsewhere: a webhook into Zapier, Make, n8n, or straight into your CRM. This is how you create a CRM lead, add to a list, or start a workflow. See also the Klaviyo integration for list/event sync.
These aren’t either/or. A common setup: show a thank-you message + send the visitor a confirmation email + forward the lead to sales + fire a webhook into the CRM — all from one submit.
Measure it
Add a form-submit conversion goal so the form’s completion rate shows up in campaign performance, and you can compare variations with an A/B test.
Privacy
Collect only what you need, mark consent fields required where you must, and honor opt-outs — see GDPR & opt-out.
Tips
- Pre-fill and hide known fields — the shortest form that still gets what you need always wins.
- Keep the thank-you email on; it sets expectations and lifts trust even when a human follows up.
- Use the webhook for anything Personyze doesn’t do natively — it’s the universal escape hatch to your stack.
For a personalized, routed example end-to-end, see the ABM lead-form case study.