Form Personalization: How to Personalize Your LeadForms


  • Introduction - What is Personalization

  • How to Setup Personalization Using Variables

  • Personalizing Forms From UTM Parameters (great for Google Ads)

  • Templates to help you get started

Introduction - What's Form Personalization?

Form Personalization gives you the ability to carry a response or form field from any step in a LeadForms to another step, creating a more personalized experience right in your lead forms.

For example, let’s say that your LeadForm asks the prospect for their first name. To make your form more personalized, you can simply add the variable {name_first_name} to your message.

After someone inputs their name (Let’s say “Mike”) your form will look something like this:

To learn more about the Personalization feature and why you should use it, check out our blog post on Personalization.

With this feature, you can personalize just about every element in your LeadForm

This includes:

  • Questions

  • Form Headers/Headlines

  • The onsite message

  • Thank you screens

  • Custom HTML blocks

  • And even buttons!

How to Setup Personalization Using Variables

Introduction to Variables

Personalization can be achieved within the Dashboard by using "Variables." For example, in the image below you'll see a variable associated to each type of response.

A variable consists of two parts:

  1. Step Name

  2. Response Name


The variable {service_type__bedbugs}

  • Service Type = the name of the step

  • Bed Bugs = the response

So, let's say that you have a pest control form and you know that someone selected that they have a bed bug issue (maybe you're using conditional logic) if you want to reference a specific response inside of the form (i.e, bed bugs) then you will add the whole variable {service_type__bedbugs}.

However, in most cases you won't know the response ahead of time. In this case, you'll only use the step name in the variable, like this: {service_type}. For example, let's say you add this to a submit button. The submit button could say something like: "Get My {service_type} Quote". If the lead selected "bed bugs" as a response, then the button will dynamically adjust to use "bed bugs" (or any other response from the step) in the submit button.

Where to find Variables

Variables can be found below each step response or form field within the form.

How to Edit & Name Variables

When creating a new step:

Whenever creating a new step you can add a friendly variable name using the Variable Name field, like in the image below.

Note: If you do not add a variable name, then the system will automatically assign a name to the variable. The name will be a bunch of numbers like 46086. For this reason, we suggest creating a friendly, readable name.

How to update a Variable Name for an existing step

  • Go to the step by clicking on the step name

  • Edit the step button

  • Type in a friendly Variable Name that describes the step response

  • Hit Save

Adding Variables to Your Steps

The process of adding variables to your form steps is super easy.

In this example, imagine that we're building a pest control form and we want to personalize the last step to show the issue that the prospect would like to get a quote for.

Instead of using a generic message like Please complete the form to get your quote.

We'll personalize it a bit to say something like: Please complete the form to get your Bed Bug Removal quote. (or whatever they selected on step #1)

To do this:

  • Go to the first step and copy the Variable name. Since we don't know what response the prospect is going to choose, we only need to copy the first half of the variable {service_type}

  • After your variable name is copied -- in this case it's {service_type} -- go to the last step of the form and paste it right into the Form Title field.

  • Upon pasting the variable name, you'll see the real-time preview on the right update with the variable name.

  • Click Save

  • Now preview your form and you'll see that the step name dynamically appears on the last step of the form.

Just like that, you've personalized your form!

Adding Variables to Your Buttons, Headlines, and Social Proof

When it comes to personalization your LeadForm, you're not limited to just the question area. You can also personalize the headline, social proof area, and the button text.

To personalize any element of your form, simply follow the same process as above. Add the variable to the area that you'd like to personalize and the response will dynamically appear in place of the variable.

For example, one way to boost leads is to personalize the button text of your form with the thing that the prospect is looking to get a quote for.

So let's personalize the button text with the response.

Simply add the variable name to the submit button label. In this case it's Get My {service_type} Quote »

Save the form, then hit preview.

Just like that, you've personalized your button!

You can even carry a form field, like the prospect's name into the step.

For example, let's personalize the last step with the prospect's name.

Go to the name step and copy the name variable. In this case it's {name__name} - you'll want to copy the full variable this time.

Note: If you're using one field to capture the full name and you only want to show the prospect's first name, then you'll want to split the name step into two fields, first name and last name, and then grab the first name variable.

Next, go to the last step and paste the variable into the step description box so it looks something like this:

Thanks {name__name}! Please complete the form to get your {service_type} quote.

Hit Save and Preview.

Now the last step is not only personalized with the first step's response, but it also includes the prospect's name.

Personalizing Forms From UTM Parameters (great for Google Ads)

Let's take things one step further.

In addition to personalizing the form with responses and steps from within the form, you can also personalize the form using UTM variables that are located in the URL. This is similar to the concept of Dynamic Keyword Replacement for landing pages, but we did it for lead forms.

It's a great way to boost conversions from PPC traffic by creating more relevant forms.

Some ways that you can use this include:

  • Dynamically matching the headline of your form to the headline of your ad

  • Personalizing the form with keywords and locations

  • Personalizing the on-site messages with the headline of the ad or the location

Let’s take a look at some of the examples below:

Let’s say that you want to match the ad headline below:

You can match the headline of the ad by inserting this variable into the headline area of the form: {url__headline}

Whenever personalizing the form with UTM parameters, you'll use this variable:

{url__ }

In this case, if the URL is:$60%20Off%20Zero%20Contact%20Service

Then the parameter that you need to add to the variable is "headline"


The form ends up looking like this:

Personalizing the on-site messages with the headline of the ad

In addition to matching your form’s headline to the headline of your ad, you can also carry the headline into your on-site message to help boost engagement.

Let’s go back to the previous example:

We're going to pull the headline of this ad into the onsite message.

You can carry the same headline into the onsite message as well by structuring the URL like this:$60%20Off%20Zero%20Contact%20Service

Simply insert this variable {url__message} into the form like this:

Note - you can make the parameter name anything you want. I just used "message" to make it easy.

The onsite message will look something like this:

The amazing thing here is that by using UTM parameters, any message from any headline will get pulled into the onsite message.

One more example:

Dynamically Matching Locations

You’re not restricted to just matching the headline of the ad. If you’re running ads for a local service business, then you may want to pull in the business location into the onsite message:

Let’s say that the service is targeting a few big cities nationwide, one being Philadelphia.

Setup the domain like this:

And add the variable: {url__location}

The onsite message will include the city, Philadelphia:

If the city changes to New York, then the onsite message will also change:

You can even use the location in the header of the form, like this:

Simply change the headline to: Looking for a Plumber in {url__location}?

The form will pull in the headline location from the URL, let’s say it’s still:

Adding a Fallback for When UTMs are NOT Present in the URL

If someone accesses the form without the UTM codes in the URL, then the form will display an awkward looking message. To prevent this from happening, you can add a fallback.

The fallback is a safeguard to ensure that the website visitor sees the proper messaging, even when the UTM codes are not available. This is really useful if your sending traffic from different sources to the same form.


To do: Add fallback setup instructions here



We're really excited to see how you use this Personalization feature to boost leads.

You can find some templates here (we're working on building out more for you).

As always, if you need any help just hit the little chat widget in the bottom corner of the screen and we'll get back to you as soon as possible.

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