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Data Collection Forms Guide: The Ins and Outs of Getting Your Questions Answered with Form That Collect Data

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What are Data Collection Forms and How can They Help You generate data, information and valuable research?

Data collection forms are an essential tool for businesses and organizations of all sizes, as they allow for the efficient gathering of information from a wide range of sources. These forms can be used for a variety of purposes, including market research, customer feedback, and lead generation.

With the right data collection forms, businesses can gain valuable insights into their customers' needs and preferences, and use this information to improve their products and services. In this article, we will take a closer look at data collection forms, including their types, benefits, and best practices for creating effective forms.

From paper-based surveys to online forms, data collection forms are a versatile way to gather valuable information from customers and prospects. Whether you're looking to conduct market research, improve customer service, or generate leads, data collection forms can help you achieve your goals.

If you know how to manage data collection forms, information can become one of your most valuable resources.

Statisticians and IT specialists have developed an expansive array of analytics software to help analyse everything from sales figures to staff productivity.

But even the most sophisticated software needs accurate information to make real conclusions.

Data collection forms are the cornerstone of any data gathering.

There is a large scope of tools that falls under the category of data collection forms. In short, these data gathering forms are any ‘questionnaire’ in which you use specific questions to collect data.

Different Data Collection Forms

Data collection forms categorized by different types - Forms ranging from lead capture to customer support forms

Lead capture forms: Attract leads to offers, so-called lead magnets, e.g. webinar sign-up, report download, email newsletter

Enquiry forms: Contact forms for websites to collect information on problems and needs as well as personal details

Request forms: Similar to inquiry forms, but with a broader scope, e.g donation forms

Application forms: Ask questions and gather information about the suitability of applicants for a program

Research forms: Forms for data collection for the purpose of research, e.g. product feedback forms or surveys

Support forms: Contact point for existing customers or clients to leave a query.


We got a series of lead data collection form templates and live forms featured in our showcase. Click on the buttons below to check out more data capture forms, lead collection forms and more.

Example of B2B Content Marketing Service Enquiry Form

Try it out by navigating through the form steps.

What Are Data Collection Forms?

Any list of questions you ask your customers or employees to fill out is a data collection form.

This could be a digital or a physical form.

For today’s purpose, we are going to explore the online questionnaires or surveys that customers fill in when visiting a webpage.

You can use forms for data collection to track spending habits, capture customer contact details, or even do market research.

Some of the common types of online data gathering forms and forms of data collection include:

Sign up forms are those data-gathering and customer data collection forms that ask visitors for their personal information in order to subscribe to a particular function.

Minimal material is collected here, but it is useful to gain an emailing list that you can then use for further advertising.

Polls are quick, mini forms in which you ask a customer to vote for their preferred option.

For example, if you were an online magazine, you could ask customers their opinion on an article, or whether they would prefer more stories on business, current affairs, or celebrity news.

Long-form questionnaires ask customers to fill in more than just their personal information. When all the questions appear on the screen at once, this is known as a vertical data gathering form.

Long vertical data collection form as briefing to capture client information

Vertical single-step  form to capture client landing page design requirements for a web agency (See live form)

Multi-step forms, on the other hand, are long-form questionnaires that present only a few questions on the screen at a time.

The same landing page briefing form looks very different in a multi-step format:

Multi-step form user journey and data capture form

Multi-step  form to capture client landing page design requirements for a web agency (See live form)

How to Create a Data Collection Form

The key features of a well-designed data collection form are:


Your data collection forms must be consistent. It is jarring for the user when a form suddenly changes format or when one page of a website is drastically different from the rest. Make all your branding continuous. Using a professional to help with your data collection forms and online platforms as a whole help with the issue of continuity. Design teams are typically experienced in building a brand or a web presence as a whole. If you need any help in data collection form template set-up or design, contact us here at LeadGen App.


If you design a form for data collection, you must be able to get usable results from it. In most cases, you want to capture personal details such as name and email or phone number. Your lead conversion rates show how successful you convert form views to form fills. With LeadGen App, you don't need to plug into any more software to be able to understand your lead analytics. We provide a series of features that marketers love: Lead dashboard to study form performance over time, A/B testing & partial lead completion analytics.


2 variants of the same LeadGen form that can be tested for best conversion rates using A/B testing in the app.


It should be overtly obvious what you want your customers to do. There should be no shred of doubt in their mind while they are filling in the form. If they are confused, they are likely to bounce off of your page and not finish it. Keep your data gathering form as simple as possible. No distractions, use multi-step forms with one question at a time and only ask for relevant information.

‘Dumb’ it Down

This is connected to the previous point. The main focus here is the language of the question. Ensure that questions in your data gathering form are in simple language and direct, so that it is easy to understand. If you were an investment firm, and you were screened potential clients, asking: “ Are you looking to make a long term or short term investment?” would be easier for the user to answer, as opposed to “How does this investment fit into the timeline of your financial plan?”.

Little things often have a big effect. For example, the use of buttons is much better than dropdown in landing page lead capture forms. Why? Because it's one-click less for the user. You can use auto-navigation, a feature that sends users to the next form steps automatically without having to press the next buttons

Check out this LeadGen form with auto-navigation 

Easy and Convenient

If your data collection format appears too long, cumbersome, or complex, users will not fill it out. The user should feel as if filling in the form is ‘no fuss at all’. Do not make questions that require paragraphs upon paragraphs to answer. Multiple choice and short answers are much more manageable for respondents. It can, however, be frustrating if the user is not given enough space to answer a question that requires more explanation. Use your best judgment here.

Here is an example of a transformation of a online data collection form. Taking a basic lead form and turning it into a user-friendly and convenient multi-step form helping to collect more data and responses:


Old form design: Too many questions, redundant questions, no custom branding, tiny checkboxes, small text, generic CTA button


New form design: The right amount of questions, use of brand colours and fonts, radio checkboxes, suitable CTA button texts

The Key Objective


Every online form with database needs a singular key objective, such as lead generation, data gathering, feedback, donation, etc.

The purpose of data collection is to get accurate data to meet business objectives is. It is of the utmost importance to ensure that the goal you set is one that you can meet. A lofty goal, such as ‘finding out more about my clients’ is not helpful when setting out to collect information from your clients.

The key features of a well-designed data gathering form are:

The goal in data capture forms needs to be clear, precise, and detailed.

“I want to determine if my customers are enjoying my product”, is better as it gives you a starting point from which to create a questionnaire.

Why do you want to find out this information?

Let’s say you want to find out if your customer is enjoying your product so that you can make improvements.

Perhaps a better goal would be to find out: “What aspects of my product do my customers enjoy and what aspects do they not”.

Creating an online form with a database around this objective is likely to give you better and more precise data that you can use in decision making.

Related: Data Collection Methods: How To Collect Data For Your Business

The Role of Landing Pages


Data capture form created with multi step lead formbuilder LeadGen App, embedded in hero section of landing page

Users are directed to landing pages after following a link from an advert, email, or web search.

This is, generally, a standalone page with a self-contained message which calls the consumer to action - for example, buying a product or signing up for a newsletter.

When a customer performs the call to action (CTA), this is called is "conversion".

A landing page differs from a website in several important ways.

Firstly, a website has many internal and external links that the user can follow.

You want to allow them to explore your brand.

On the other hand, a landing page aims to convert the customer.

Distractions, such as external links and multiple pages, are excluded.

By using a self-contained landing page for your data capture forms, you create a distraction-free space for the client.

The best way of ensuring a high return on investment is focusing on converting.

If you go through the time and expense to launch a data & lead collection campaign, you need to ensure that you have an optimized ad campaign, landing page and LeadGen form.

Multi-Step Forms

Multi step forms selection

Multi step forms selection: Different multi step forms for campaign objectives and industries

As highlighted earlier, Multi-step forms are a good way to drive conversions.

By showing the user only a few questions at a time, they are not overwhelmed by too much data.

Traditional or ‘vertical’ forms may spook the user and cause them to bounce back, i.e. not convert.

Micro-commitments have become a popular and well-tested tool in driving conversion.

In committing to answering only a few questions at a time, clients are more likely to follow through.

Multi-step forms also assist with streamlining your data collection procedure.

Employing conditional logic allows you to screen out users that you aren’t interested in.

For example, if you are looking for customers that are business owners, you could screen out all the users that answer ‘no’ or all those with not enough budget,

Your data collection procedure can allow for more uses of conditional logic in data capture forms.

You may be able to ask a particular subset of participants different questions depending on their earlier answers.

If we continue with our previous scenario of a business owner, the multi-step questionnaire could divide the business owners by type of business. This would ask them questions related to their field.


Question Types in Data Collection Forms and Their Use Cases

Question types/fields in data collection forms are the various elements used to gather information from respondents. These elements can include text fields, buttons, checkboxes, dropdowns, images, and more. Here is a summary of question types and fields and how they serve different purposes in data collection forms:

Short Text fields: Allow for the collection of short, one-word or one-line answers, such as name, title, or a short answer question.

Paragraph fields: Allow for the collection of longer, detailed responses, such as comments, feedback, or open-ended questions.

Single-Select buttons: Allow for the collection of a single choice from a list of options, such as radio buttons or a drop-down list.

Multi-Select buttons: Allow for the collection of multiple choices from a list of options, such as checkboxes.

Checkboxes: Allow for the selection of multiple options from a list of choices.

Dropdown: Provide a drop-down list of options for the respondent to select one answer.

Visual Image Button: Display images as options and allow the respondent to select one.

Icon Button: Display icons as options and allow the respondent to select one.

Address fields: Allow for the collection of the respondent's street address, city, state, and ZIP code.

Email field: Allow for the collection of the respondent's email address.

Phone: Allow for the collection of the respondent's phone number.

GDPR consent check: Allow for the collection of the respondent's consent to GDPR regulations.

Date picker: Allow for the collection of a specific date or range of dates.

Number input field: Allow for the collection of numerical responses.

Scale question type: Allow for the collection of a rating or ranking on a scale.

Range question type: Allow for the collection of a response within a specific range of values.

Likert Scale: Allow for the collection of agreement or disagreement on a statement.

Website URL field: Allow for the collection of a website URL.

Smiley Scale: Allow for the collection of a rating on a scale represented by smiley faces.These are some of the most common question types/fields used in data collection forms, but there may be other specialized types used depending on the research or survey. All of the question types above can be used in LeadGen App data collection forms. Start here and use any of our data collection form templates.


Take-Home Points

- “Data collection forms” is a catch-all term to describe any form, physical or digital, that you use to collect information.

Using online forms with a database to learn about your clients can be a helpful tool in making evidence-based decisions.

There are many types of online forms for data collection. The most common being: lead capture form, sign-up forms, polls, long-form questionnaires, and multi-step forms.

A good data collection form has several characteristics.

It must be continuous with your brand’s online presence. Try to give data that is ready to use, understandable in both layout and language, as well as easy and convenient.

Landing pages are standalone web pages that focus on conversion.

They can be a powerful tool in increasing the number of users that complete your data form.

You need to make sure enough people are filling in your forms.

Too little data can decrease the quality of the results of your campaign.

Multi-step forms have been shown to improve the conversion rate of online forms.

By presenting questions one at a time, the user is not intimidated by lots of questions, thus decreasing the bounce-back rate.

At LeadGen App, we focus on providing an online form builder with a database that allows you to build conversion-driven & user-focused online data collection forms and manage your leads.

Our forms are built for data collection and interpretation, making LeadGen App the ideal choice for your data collection needs. Start here with a free LeadGen App account and build your first data collection form for lead gathering

About the Author


Christopher Lier, CMO LeadGen App

Christopher is a specialist in Conversion Rate Optimisation and Lead Generation. He has a background in Corporate Sales and Marketing and is active in digital media for more than 5 Years. He pursued his passion for entrepreneurship and digital marketing and developed his first online businesses since the age of 20, while still in University. He co-founded LeadGen in 2018 and is responsible for customer success, marketing and growth.

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