Form screens are interactive modules designed to collect customer information. These are often used for lead capture, prompting users to share personal details like name, email, or age. You can also use them for age gating, helping to ensure that content is accessed by the appropriate audience.
Adding form screens to your experience allows you to collect first-party data and turn engaged visitors into qualified leads—fueling your marketing and personalization efforts across channels.
Before you begin
Make sure you’re prepared with the following:
Define your goals: What information are you looking to collect? Common fields include email, phone number, and ZIP code.
Involve the right teams: Align with marketing, legal, or compliance stakeholders, especially when collecting personally identifiable information (PII).
Map the journey: Ensure your experience includes the right screen flow and visual elements so that the form screen fits naturally.
Plan your data usage: Consider how captured leads will be used and routed into your existing CRM, ESP, or other downstream tools.
Add a form screen
Pre-configured form screens are available in the screen library. To add one to any experience:
On the Editor page of your experience, click + Add screen from the screen selector.
Click Forms to expand the menu.
Click either:
Simple Lead Capture
Expanded Lead Capture
Age Gate
Click Add.
Form screens include a skip option to allow users to continue without submitting information if desired. This can help minimize drop-off. You can remove this option from the screen as needed.
Form element options
The benefit of using form screens from the screen library is that the layout is pre-configured. But the presence of form elements on a screen is what enables lead capture or age gating.
Available form elements are:
First name
Last name
Email address
Phone number
Postal (zip) code
State
Date of birth (used for age gating)
Text input
Checkbox
Opt-in checkbox
Dropdown menu
Open response
Text within form
File uploader
Add form elements
Hover over the screen and an outline of the container will appear.
Click into it and the editor window will display Form Elements.
Click the Form element you want to add to the screen.
Once added, form elements have modified and deleted with the same controls as all other elements.
Tip: A/B testing different form lengths can help you find the right balance between data collection and conversion.
Make a form element mandatory
To require a customer to input data:
Select the element
In the editor window, click Required
Where to place a lead capture screen
Position your lead capture screen near the end of the experience. For example, in a product match quiz, place the form just before the product recommendation to collect details while engagement is at its peak.
If you're using an age gate screen, we recommend placing that right after the welcome screen or combining the two screens into one.
Enable dynamic text (auto-populate)
Turning on dynamic text allows you to use either existing attribute data or query parameters to auto-populate a form field, for example a phone number. This can streamline repeat visits and reduce friction for customers. To enable it:
Select the element
Scroll down in the editor window and click Include Dynamic Text.
Select either Attribute or Query Parameters.
Next steps
Map the captured fields to your integration(s).
Test the experience to confirm form functionality and logic work as expected.
Launch your experience and monitor lead flow via the Reporting dashboard.
FAQ
Can I use form screens to gate access to experiences?
Yes. Use birthdate fields to create age-gating logic and show different screens based on age input.
What happens if a visitor skips a field?
Any field marked as "required" must be completed to move forward. Optional fields can be skipped.
How do I validate emails?
Validate emails
Can I use custom field labels or placeholders?
Absolutely. You can fully customize the text for each field to align with your brand tone and language.
How do I make my lead capture screen easier to see on mobile?
Ensure key elements appear above the fold to reduce scrolling.
Use a full-screen layout to display more fields at once.
Set label font size to 19px or larger to avoid zooming issues on iOS devices.