Use form shortening

Use form shortening to reduce the number of fields visitors need to complete on your forms. When a visitor enters their email address, the system checks available enrichment data and hides fields that can be enriched. A shorter form can help reduce form friction and increase completion rates.

For example, if your form is capturing a visitor’s company and job title, turn on form shortening to hide these fields when the enrichment data is available and the properties haven't already been set from other sources. 

Please note: this feature utilizes the enrichment product, which may require you to take extra compliance steps. Learn more about contact and company enrichment and consult with your own counsel for additional guidance.

Before you get started

Before you turn on form shortening for a form, review the requirements and limitations.

Requirements

Limitations & considerations 

• Form shortening can only be used with forms built using the updated form editor. It's not possible to use form shortening with legacy forms. 
• Conditional logic or redirects are not supported with enriched properties.

Please note: as of Sept. 3, 2025, form shortening no longer needs or consumes HubSpot Credits.

How form shortening works

When form shortening is turned on:

1. The visitor enters their email address on the form. With form shortening, only the Email field is initially displayed.
2. The system checks:
   • Available enrichment data for the visitor. 
   • Existing CRM data for properties set by non-enrichment sources, such as manual updates, workflows, or integrations.

The form is shortened based on the following:

• If enrichment data is available, fields that can be populated from enrichment are hidden if they haven't been previously set from non-enrichment sources (e.g., manual updates, workflows, or integrations). 

  • For example, if enrichment data includes the visitor’s company and job title, but those values are already set in the CRM for the existing contact, the fields will remain visible on the form.

• If enrichment data is not available, all fields are displayed to the visitor.

Turn on form shortening

1. In your HubSpot account, click More, then navigate to Marketing > Forms. If More doesn't appear in your account, navigate to Marketing > Forms directly.
2. In the top right, click Create form or hover over an existing form and click Edit.
3. In the form editor, click the settings settings icon. 
4. Toggle the Form shortening switch on.

Identify enriched fields in form submissions

To identify which fields were populated using enrichment, review the form submission details. Properties populated by enrichment are marked with an AI icon. Learn more about reviewing form submissions.

1. In your HubSpot account, click More, then navigate to Marketing > Forms. If More doesn't appear in your account, navigate to Marketing > Forms directly.
2. Hover over a form and click Actions. Then, select View submissions.
3. On the Submissions tab, hover over a submission and click View.
4. In the right panel, review the form submission details. Properties populated by enrichment are marked with an AI icon.