CRMs are only as good as the data within them. Yet, getting the right data in the right format is a widespread challenge. Native form builders often present limitations that make collecting complex or high-volume information a struggle.
In a recent webinar, we outlined how organizations can overcome these hurdles, focusing specifically on how users can unlock HubSpot’s full potential using advanced forms and workflows.
You can watch the webinar on-demand at any time, or you can read on for a detailed overview of what was covered in the presentation.
Data Quality and the Duplicate Dilemma
Poor data quality remains a persistent challenge for many organizations, leading to slow client onboarding, unreliable analytics, and a lack of trust in CRM systems. The issues of duplicate data and disconnected tools compound, making it hard to trust the data you have and nearly impossible to use it. FormAssembly can help solve this problem, particularly for HubSpot users.
The Duplicates Problem
Duplicate records are one of the most frequent headaches for HubSpot users, particularly since email addresses serve as the record ID. As people change jobs, one contact can accumulate several different records, scattering crucial activity data and making record merging a time-consuming necessity.
FormAssembly’s workflow builder has a pre-submission lookup feature built in to prevent this kind of problem. This acts as an essential guardrail for maintaining a clean contact database and preventing unnecessary duplicate record creation in HubSpot.
Unifying and Consolidating Tools
Beyond duplicates, many users also face issues with unifying data and platform consolidation. With many organizations running with four (or more) form tools, FormAssembly offers a path to streamline processes. By consolidating various data collection tools – like HubSpot forms, Google forms, and specific event registration tools – into one sophisticated platform, companies can achieve better data governance and cleaner data flow.
Fixing the Leaky Form Funnel
Form abandonment represents a significant loss of potential leads and a poor customer experience, no matter what CRM you use. A FormAssembly study analyzing 1.6 billion form interactions revealed that one in three forms experiences drop-off. Luckily, there are ways to decrease your form abandonment rate.
The Golden Rules of Form Design
These are data-backed strategies you can use to improve your form conversion rates:
- Shorten: Make sure your forms only ask for the information you need. The shorter the form, the more likely it is that someone will complete it; forms that can be completed in three and a half minutes or less have the highest conversion rates.
- Simplify: Don’t just shorten your forms, but simplify the questions you ask. Minimizing fields, using multi-page flows with a progress bar, and leveraging options like “select all that apply” can improve conversions by 43%.
These are the top reasons for form abandonment:
- Long, confusing flows
- Too many required fields
- Lack of mobile optimization
- Unclear labels and unhelpful text
To combat form abandonment, FormAssembly provides an analytics dashboard that allows users to track key KPIs, including completion rate, abandonment rate, time to completion, and field-specific error rates. Tracking these enables users to pinpoint bottlenecks and friction points at the field level.
Advanced Data Collection and Automation in Action
FormAssembly’s platform delivers a superior data collection experience that goes far beyond native HubSpot forms. In a world where data is omnipresent, being able to rely on a tool that can do more with your data is only going to become more valuable.
Sophisticated Workflows and Conditional Logic
The demo portion of the webinar illustrated how advanced forms can be shortened and simplified so as to be more user-friendly.
The key feature demo’ed was conditional logic, with the following event registration example being used:
- A single question – “I’m registering as a professional or a student” – controlled the rest of the workflow
- The subsequent page dynamically displayed completely different example workshop lists (i.e., “AI in the classroom” for professionals vs. “Thriving in student teaching” for students)
You don’t need to show every field to every user – conditional logic removes clutter and walks people through only what’s relevant, making forms shorter, smarter, and easier to complete – a student would very likely abandon a registration form altogether if they were presented with the list for professionals, right? This example illustrated the value of being able to build conditional logic into your forms and workflows.
Seamless Payment and Data Integration
Many organizations rely on forms and workflows to process payments, such as in the event registration example. The FormAssembly platform handles multi-step payment processes efficiently and securely:
- Direct Payment Integration: Forms can seamlessly redirect to payment processors (like Stripe) for secure transactions.
- HubSpot Object Creation: Upon successful form submission, FormAssembly doesn’t just create a Contact record; it simultaneously creates a Custom Object (an ‘Event Ticket’) and maps the Stripe payment ID directly to that ticket within HubSpot.
This type of cross-system mapping provides finance and operations teams with direct, traceable data, helping to bridge the gap between HubSpot and payment systems.
AI for Rapid Form Building
The demo portion of the webinar concluded by introducing Fai, FormAssembly’s AI assistant. Users can simply ask Fai to build a specific form (i.e., a short post-event feedback survey), and the assistant will rapidly generate the structure and fields needed based on context, allowing teams to leverage the efficiency of AI instantly and without limits.
Ready to Unlock HubSpot’s Full Potential?
If you’re looking to simplify complex workflows, reduce form abandonment, and achieve superior data collection and automation within your HubSpot instance, FormAssembly is the ideal companion.
Interested in exploring FormAssembly Atlas? Book a personalized demo or start a free trial today.
You can also learn more about the HubSpot Connector here.
