A lead form in Add action makes a Form: a sign-up, a contact form or an event registration that asks for an email address or more and saves who answered. It is built in the same editor as a Survey, so it can ask some questions only for some answers, send each submission to your other tools and email the visitor afterwards. A Form needs no Reviews & Surveys add-on.
Add a lead form
In a campaign’s Content step, choose Add action → A lead form. It is in Most popular, and in Forms, remarketing emails with the other forms. The picker opens at A lead form — choose a design and shows only the form designs and the spin-to-win wheels. Surveys are under Survey. The action you make is named Form, and it has four steps:
| Step | What you set |
|---|---|
| Questions, look and feel | The questions, the design and the thank-you screen. |
| Placement, Trigger & Frequency | In the page or as a popup, when and how often — see Where a Form shows. |
| Where the answers go | Your inbox, your tools, your CRM. |
| Thank-you email | One short email to the visitor, off until you turn it on. |
The designs
| Design | What it is |
|---|---|
| Light Sign-Up Card | A small card: first name, email, one button and a quiet box to agree to your emails. A popup or in the page. |
| Inline Sign-Up | No card, in your page’s colours: the fields and button on one line. |
| Sign-Up Bar | A strip across the page. |
| Sign-Up Form, Event Registration Form | A picture beside the fields, or above them for an event. |
| Contact Form | Name, email, what it is about and what they need, with a “Not now”. |
| Rate-Us Form | Stars, what to improve, and an optional email kept with the answers, not added to your email list. |
| SMS Sign-Up | A mobile number and a box to agree to your texts. |
| Spin to Win (two designs) | A prize wheel that unlocks once the email is sent — see Spin to win. |
The earlier lead form designs were rebuilt as Form designs. The Light Sign-Up Card is also the form that AI Personalization puts on your pages.
The questions and the visitor’s email
A Form asks the same kinds of question as a survey, from One choice to Email and Date. Each question has Save answer to, which keeps the answer on the visitor’s profile so a campaign can target by it, or Form only – not on the visitor profile. + Ask only when… and + End the form here when… make it follow the answers — see Survey logic.
An Email question has these settings of its own:
| Setting | What it does |
|---|---|
| If we already know their email | Ask anyway, or Skip this question for a visitor whose profile already has an address. The page is told only whether an address is known, never the address itself. |
| Whose email | Just an answer: kept with the answers and sent where the answers go, and never saved as who the visitor is. The visitor’s own email: saved to their profile the way a sign-up form saves it, so their earlier visits are joined to it, your CRM is asked about them and the thank-you email goes to it. |
| Line under the email box | Words shown under the box, for example “We only use it to reply to you.” |
| Ask permission to send marketing emails | On the first Email question only — see below. |
Asking permission to send marketing emails
On adds a box right after the Email question that the visitor ticks to agree to your marketing emails. The box starts: Ticked or Unticked. Off is no box, and With no box chooses Subscribe everyone who sends this form or Don’t subscribe them. People who don’t agree still get the thank-you and whatever they asked for, but your email campaigns skip them. More: Marketing consent from forms and surveys.
After it is sent
- The thank-you screen: the design’s Thank-You Heading and Thank-You Text.
- Then show a button, under After the last question: Button words and a Page. Go there by itself sends the visitor there a moment after the thank-you.
- Add the answers to the address: each answer goes on the page’s address as
?key=answer, for that page to read. An email or a name in an address can end up in that site’s logs, so leave it off unless the page needs them. - Then show a booking calendar: the visitor books a meeting right away.
- Send When an Answer Is Tapped, a design setting: a single choice on the last question sends the form, with no Send button. For a one-question form.
Where the answers go
Each submission is always stored and lands on the visitor’s profile. Add a destination also sends it to Email me, Zapier, Slack, HubSpot, Klaviyo, Oracle Eloqua, Salesforce or a Custom webhook. A destination can be sent Only for some answers. See Where survey answers go. Views, submissions and completion rates are in the Forms report under On-site campaigns — see Forms on the Performance Metrics page.
The thank-you email
The Thank-you email step (Thank them by email) sends one short email, the same whatever they answered: turn on Email a thank-you for the answers, write it, and press Send a test to me.
- When the Email question is The visitor’s own email, the thank-you goes to the address they just typed. Otherwise it goes only to an address their profile already had.
- Once per visitor per form, and at most one such thank-you a day.
- To email everyone who leaves an address, send an email campaign with the trigger On form submit for this form. That email is a campaign, so it skips people who did not agree to your emails.
More: The thank-you email.
Spin to win
The two Spin to Win designs (Wheel Beside the Fields and Wheel Above the Fields) put a prize wheel next to the email field. The wheel stays locked until the form is sent, and pressing it before that shows the visitor where to type. Each visitor gets one spin. The prize and its code show on the thank-you, and the prize is saved with their answers.
- Set the prizes under Prizes on the Wheel on the design step. Each prize needs a code your store gives. Until every prize has one, the campaign can be checked on staging but is not published live.
- In a Canvas Builder design, a Prize Wheel with Spin only after the form is sent waits for the Form element in the same design the same way.
Where a Form shows
- On your site: Placement, Trigger & Frequency — in a placeholder or as a popup, on load, after a delay, on scroll or on exit intent.
- On a landing page or in a Canvas design: the Form element holds a Form of its own. Use Choose a form design to make one and Edit the form to change it. That Form shows only on that page — see Landing page kinds and parts.
Lead forms made before
A Lead Capture Form made before the Form arrived keeps its own editor and keeps working. Its steps and designs are described in The classic Lead Capture Form and Lead Capture Form templates.
Related
- Surveys — the same editor, for questions you ask visitors
- Survey logic — ask only some visitors, end early, insert answers
- Where survey answers go — every destination, explained
- Marketing consent from forms and surveys — who your email campaigns may write to
- The thank-you email
- Spin Wheel templates — the wheel without a form
- The classic Lead Capture Form