How to use progressive profiling with your HubSpot forms

Last updated: December 6, 2017

Available For:

Marketing: Pro, Enterprise
Sales: N/A

If you have the Marketing Professional or Enterprise edition of the HubSpot software, you can take advantage of progressive profiling. With progressive profiling, you can replace previously captured fields with a new set of fields when the user encounters another form on your site. Over time, you get to learn more about your leads without asking them the same questions or asking for too much prior to building the trust needed for them to provide that information.

For example, your form asks for first name, last name, email, and company name; however, you want to find out more about your leads such as their revenue, how many employees they have, what they do in their leisure time, etc. You also don't want to turn prospects away by asking too many questions or deter them by having a really long form. With progressive profiling, you can accomplish shorter forms by removing already-known data. Shorter forms can lead to higher conversion rates because not as much information is being requested.

Over time, your leads are willing to provide a little more about themselves each time they visit your site looking for information about how you can help them achieve their goals. If HubSpot recognizes the user's cookie, previously captured fields are replaced by new, more qualifying questions. Returning visitors don't feel like their privacy is being invaded and thus they will turn back to you because you are building that trust with them.

Why is progressive profiling useful for marketers?

Progressive profiling offers a range of marketing benefits such as:

  • Increasing the conversion rates by controlling form length.
  • Qualify contacts as they reconvert on your landing pages.
  • Reuse the same forms across different landing pages.
  • Collect insights to better target your contacts.
  • Shorten your sales cycles.

It is generally recommended to not make the email field smart. Always including an email address field allows users to update their email with a preferred address and creates a more consistent user experience.

How progressive profiling works

With progressive profiling, your specified form fields are replaced with queued questions. For example, if you've already received a contact's company name, that field gets replaced with your first queued field, such as Industry, the next time that contact encounters a form with that previously answered question. 

Progressive profiling allows you to keep your forms short and simple and helps build trust with your leads by asking little bits of information each time they visit.


Follow these instructions to set up progressive profiling fields on your form.

1. Open form

In your HubSpot Marketing Professional or Enterprise account, navigate to Contacts > Forms and either open an existing form or create a new form.

2. Enable progressive profiling for your field(s)

Hover over the form field that you wish to enable progressive profiling for and select Edit. In the left sidebar menu that appears, select Replace with queued progressive field from the Progressive field options dropdown menu.


3. Add fields to queued questions

Click and drag fields to the Queued progressive fields section of the form editor to replace fields with progressive profiling once they have a known value.

4. Save form

Once you've set up your form with progressive profiling, save your changes by clicking Save in the upper right-hand corner.

5. Test form

Click the Test tab at the top, and then click Preview form behavior. In the right sidebar menu that appears, click on your field that has progressive profiling to see the next queued question populate in the form. 

Publish form

Once you click Publish to apply your changes to your live form, the properties in the queued questions section will now replace known fields with progressive profiling on your live form. So, for example, if your contact has already told you their company's name, the form will now ask for their industry (instead of asking for company name again).

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