Building a form

You can customize your form exactly as you wish, with many question types and actions available. This article reviews those options and explains how to route visitors through them strategically. 

Interaction options


You can drag and drop your chosen interactions into your form from the Interaction section on the right (if you click an interaction, it will add to the bottom of the form). They will be routed according to the rules you configure (see below). 

Figure 1: Add interaction 

Question types 

Questions require the visitor to respond before continuing the form. 

You can choose from various question field types: 

  • Single select: Multiple answer options. The visitor can only select one answer.
  • Multi select: Multiple answer options. The visitor can select one or more answers.
  • Text question: Let the visitor answer in their own words
  • Email: Request the visitor's email address. 
  • Phone: Request the visitor's phone number.  


Actions cause something to happen when the visitor reaches that interaction. This could be something they see or something only your users see, hidden from the visitor, depending on the action. 

Action types

  • Schedule: Offer them to schedule with you, without leaving the form. You can offer scheduling to everyone or only route qualified visitors to this action. Learn more about offering scheduling
  • Email alert: Send an internal email alert, invisible to your visitor, when they reach a specific part of the form. You can alert people on your team about qualified visitors who answer in a specific way. Learn more about receiving email alerts
  • Contact status: Indicate a status (Qualified, Marketing qualified, Sales qualified, or Disqualified) for the contact so you can set other processes in motion on your end based on that status. You can also use this data to optimize your interaction flow, determining the efficiency of your campaigns. 
  • Sync contact: After you've qualified them to a certain point, sync this contact to your connected CRM. Learn more about contact fields
  • End: End the engagement completely. Your form will not send any more interactions. The End chat action cannot route to another interaction. All actions, including Email alerts and Contact status, need to be inserted before the End chat action.

Routing the interactions

You can route your interactions by choosing conditions and deciding what to jump to next. 

Figure 2: Route to interactions based on rules

You can get really specific about the routing logic you want. The logic can depend on how your visitor answers the current question or a previous one. You can also base the logic on a contact field already saved to their contact record (for instance, the Company size field).

Learn more about contact fields

How does routing work? 

You can route your interactions by choosing conditions and deciding what your visitors should see next. Either create your next interaction as you route to it OR route to an interaction you've already created.

You can route to the next interaction in two different ways:

  • Always route to specific interaction
  • Route to interactions based on rules

If you route based on rules, you have three options:

  • Route based on this interaction's answer
  • Route based on a previous answer
  • Route based on a contact field (for example, their company or team size)

How can routing be used? 

Qualify a website visitor as they fill out the form

To keep your team working efficiently, you may not want to meet with every website visitor, but may place high value on scheduling a meeting with qualified visitors. You can ask targeted questions in your form, routing them either to interactions that do not offer scheduling if you determine this is suitable, or to a scheduling or live chat (coming soon!) interaction if they do qualify to meet with your team, based on your criteria. 

Set the path for the form interactions

You can provide the most optimal experience for a specific website visitor by routing them to the right interactions. This can be based on the options the website visitor selected in a previous or current interaction, or based on information you may already have about them.

Routing options

Your routing rules allow you to specify what happens next in your form. Which interaction does your visitors see after this one? This may depend on their answer to this interaction or a previous one, or based on who they are (a saved contact field).

The interaction you route to next can be one you've already created or you can create it on the spot as you route to it.

You have multiple routing options: 

  • Always route to a specific interaction: If you always want them to see a specific interaction next, no matter the audience's answer, choose this option.
  • Route to interactions based on rules: If you'd rather send them down one interaction path if they answer a question a certain way, or another path if they answer differently, select this option. You can base this on:

Note: The End chat action cannot route to another interaction.

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