Why Conditional Logic Forms Help You Increase Lead Generation

Conditional Logic Forms

How Conditional Logic Turns Online Forms into Personalized Experiences: Benefits and Use Cases of Conditional Logic Forms

Conditional Logic forms flow
Conditional Logic Forms - Overview flow

Conditional Logic Forms send users on different journeys based on their choices

Dynamic Forms To Keep Your Visitors Engaged

Conditional logic changes how your form behaves based on specific actions. It allows you to dynamically customize the form experience based on your respondents’ answers.

The best thing? There’s no code or technical knowledge necessary. To set up question logic all you’ve got to do is define AND/OR conditions with our visual editor while working on your form or landing page.

Benefits of Conditional
Logic Forms

With Conditional Logic, you can hide or show questions based on a previously selected answer. You can also skip to a different page, allowing you to make complex forms with minimal effort. 

  • To streamline your online forms – Conditional Logic can make an online form more digestible and less confusing for users by hiding irrelevant fields.
     
  • To keep your forms short – Considering humans have a shorter attention span than goldfish these days, it’s a good idea to make your forms appear as short as possible at the outset (which can be accomplished by hiding fields until they are needed).
     
  • To create a bespoke form experience – You can use Conditional Logic to display custom messages based on a user’s interaction with your form, which can make the experience more personal and engaging.

  • Reducing the number of choices per question
    • Increase relevance and provide better content
    • Personalize experiences
    • Increase conversions
    • Get very specific in asking questions to get information you otherwise wouldn’t get from form visitors

  • They increase conversions: If the relevance of your content is maximised, you’re also maximising the likelihood of the user completing the form. Your users will not be overwhelmed by fields that are not applicable to them. If the form is easy and hassle-free, your visitor should have no problems completing the form. 
Conditional form flowchart example

Conditional flow chart of a lead qualification/ application form

Use Cases of Conditional Logic Forms 

Lead qualification form

Lead qualification

Send users onto different paths and filter our unqualified leads which ends the form for form visitors

Personalized conditional forms

Personalized contact forms

Start with service selection question and then send leads onto different form steps that elaborate the service need more.

Application forms

Application forms

Provide different journeys for sourcing leads of different types of applications.

Multi purpose form

Multi-purpose form

Combing a set of forms into a single form that covers a range of different questions

Interactive conditional forms

Interactive forms: 

Create valuable & educational forms that provide personalized content based on the user’s choices, e.g. a service form that shows relevant government support programs for an individual business type in the form. (Example: Coronavirus support form)

Personalize conditional logic with long forms

Personalize long forms

Whenever using long online forms, chances are higher that users drop off. Use conditional logic in long online forms to keep engagement high and improve conversion rates.

Best Practices For Using Conditional Logic Forms 


Before you start adding conditional logic to your form fields, let’s go over some best practices. 
These will help you improve your form conversions and ultimately your bottom line.

Keep Your Forms Simple

Just because you can hide fields behind conditional logic doesn’t mean you should add unnecessary elements to your forms.

Generally speaking, shorter forms create a better user experience and increase the likelihood a user will complete it. In one case study, an 11-field form saw a 120% increase in completions when it was reduced to four fields.

It’s still important to keep your conditional logic forms as simple as possible so you don’t overwhelm your users. You don’t want your users to stare at your forms and think, “Why do they need this?”. That means…

  • Don’t ask for any information you don’t need.
  • Don’t ask for information you don’t need right away.
  • Don’t ask for anything you could easily learn on your own.
  • Avoid asking for anything your users don’t know off the top of their head.

Test Form for Best Conversions

That said, there are some exceptions. Removing fields doesn’t always increase conversions. It’s always important to A/B test your forms to discover what works best for your audience.

 

Case study on reducing the number of fields in forms

Reducing the number of fields and question in an online form, Case Study by Unbounce

Multi step form - conditional logic form

Match The Content with Trigger Condition


This should go without saying, but we’ve seen it before so it’s worth mentioning.
The question that opens after a conditional trigger should clearly relate to the messaging of the step before.

For instance, if user selects a choice that indicates he’s interested in “Landing page design services”, the next step needs to match this content and deliver on this service need. Changing the topic or starting with another generic question generates confusion.

Another example: A conditional form asking for your country, should follow-up on this question with the next relevant questions, e.g. “What city are you in”, or other questionss, but no longer revert back to questions that would no longer make sense to ask based on this country.

 

Conditional Logic Form Example


This is a recruitment form, as a pre-qualification for job applicants. The goal of the form is to filter enquiries based on the candidates profile. Conditional logic helps to ask relevant questions following up on the candidate’s prior response.

Navigate through the form on the right to get a feeling about conditional logic form experiences.

 

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