Use progressive fields in forms

Progressive fields allow you to make your forms smarter and more efficient. With standard form fields, the same fields will appear each time the form is loaded. However, if the contact filling out your form already has a value for a specific field, you can use progressive fields to set another field to appear in its place. 

Over time, you can learn more about your leads without asking them the same questions or asking for too much information prior to building trust.

In the following scenarios:

• If the Always create contacts for new email address option is turned on, you cannot use progressive fields.
• If the Pre-populate fields with known values option is turned on and the property value is known, the queued progressive field will appear for progressive form fields. Pre-populated fields will only appear for non-progressive form fields.   

Learn more about form options.

Please note: you cannot use progressive fields in pop-up forms. 

Add progressive fields

To add progressive fields to a form, you’ll first choose which fields to queue up, and then select existing fields to make progressive:

Please note: for a progressive field to display, the contact must currently not have a value for the field and must not have had a value for the field in the past. 

• In your HubSpot account, navigate to Marketing > Lead Capture > Forms.
• Click the name of a form or create a new form.
• In the form editor, scroll down to the Queued progressive fields section, and drag over any field(s) you want to show in place of a contact's previously captured fields. Queued fields will appear in this order if a contact has known values for any of your progressive form fields.

• To make a field progressive, hover over the field and click the pencil icon.

Please note: it is not recommended to make the Email field progressive. Including an email field on every form allows contacts to update their email with a preferred address, creates a more consistent user experience, and prevents contact deduplication.

• In the left panel, click the Logic tab. 
• In the Dependent fields section, click the dropdown menu and select the criteria you want to use in your progressive field, then select the form field to show if the above criteria is met.
• Once you've added your criteria, click Add.

Please note: if there are multiple fields in a row on the form, the progressive field option will apply to all fields in the row.

Test progressive fields

• To test your progressive fields, click the Style & Preview tab.
• In the left panel, click the Test section to expand it.
• Select a Queued progressive field checkbox to see how the form changes for a visitor who has already filled it in or already has a value for the field.

• In the upper right, Save or Publish your changes.