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Create smart forms

Last updated: August 4, 2021

Applies to:

Marketing Hub Professional, Enterprise
CMS Hub Professional, Enterprise

Creating a smart form allows you to change an entire form depending on your website visitor and their particular viewer characteristics. You can base your smart rules on the following criteria types:

  • Country: display content to your viewer based on their country. The country is determined by the IP address of the visitor.
  • Device type: specify which device this smart content is centered around (mobile, tablet, or desktop). HubSpot looks at what is called the user agent of your visitor’s browser to determine their device type. Since this can sometimes be changed on the device, we cannot always guarantee accurate segmentation. 
  • Referral source: show visitors your smart content based on how they found your site.
  • Preferred language: personalize your content based on the language set within the user's web browser.
  • Contact list membership: show a contact in your HubSpot database certain content dependent on whether or not they're a member of one of your HubSpot lists.
  • Lifecycle stage: this will look at the lifecycle stage property of a contact in your HubSpot database and display the relevant content based on the value of this field.

Create a smart form on your landing page or website page

  • In your HubSpot account, navigate to your landing pages or website pages
  • Hover over an existing page and click Edit.
  • In the content editor, click the form module.
  • In the left panel, click +Add smart rule
  • In the right panel, click the Show different content based on dropdown menu to select the criteria you want to base your smart content rules on.
  • In the Smart rules section, click + Add smart rule.

add-smart rule

  • Configure your smart rules. To add another smart rule, click + Add smart rule
  • Click Save.
  • In the left panel, edit your form options. Use the Editing for dropdown menu to configure your form for each smart rule.

  • In the upper right, click Publish to take your changes live.

Create a smart form in your template

  • In your HubSpot account, navigate to Marketing > Files and Templates > Design Tools.
  • In your design manager, click the name of the template with the form module you want to make smart.
  • Click the form module.
  • In the right module inspector, Default content section, click the Form dropdown menu and select a default form for the module.
  • Click the More dropdown menu and select Make module smart
HubSpot Help article screenshot
  • In the dialog box, select the criteria you want to base your smart content rules on. 
  • Click Create.
  • In the right panel, Default Content section, create your smart rules. Use the Content dropdown menu to jump between your default content and the content your smart rules will be based on.
    • To add smart content rules, click Add rule .
    • To change the order of your smart rules, click Reorder rules.
    • To remove your smart rules and convert the rich text module back to a traditional (non-smart) module, click Delete all rules.
HubSpot Help article screenshot
  • In the upper right, click Publish changes 
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