Conditional logic allows you to display and hide questions based on how your LeadForm users have responded to previous questions, creating a more conversational LeadForm experience.

The conditional logic technique shortens the average length of a form, while also reducing form abandonment by not displaying questions that might be irrelevant to certain users. Your form will be intuitive, highly usable, as well as efficient at capturing the information you desire.

How Does Conditional Logic Work?

Conditional logic enables you to only display a question if a previous question was answered in a certain way.

For example, in the form below the question ‘what are you looking for in a broker?’ is only displayed if someone answers ‘experienced’ or ‘expert’ to a previous question asking how experienced they are at trading.

This is because a beginner trader might be confused by this question, causing them to abandon the form.

The great thing about multi-step forms is that you can make them feel very conversational by personalising the steps based on their previous answers.

For example, in the form below you can see that the question on step 2 asks “Which company are you the CEO of?”. The form ‘knows’ that they’re the CEO as they previously answered that they’re the CEO in a previous question.

Personalised Thank You Pages

If you want to get really hyper-targeted, you can even make the thank you pages personalised based on how people answered questions in your form.

Leadformly does this with the form on its homepage. If you answer that you’re an agency, for example, it takes you to a page with a video talking about how agencies use Leadformly, FAQs aimed at agencies etc. Similarly, if you say you’re a startup, or enterprise, you’re also taken to a hyper-targeted page.

How to plan The Flow of The Conditional Logic Through Mapping?

To build ultra high-converting lead generation form and make the most of the conditional logic feature, I highly recommend to plan the conditional logic path before building your form online. Mapping can be done on paper or digitally in a form of a flow chart. Going through conditional logic paths first and sketching them out will allow you to see the big picture. You’ll be able to view all form user routes taking into account all possible answer scenarios.

Conditional logic allows you to produce ‘smart’ and dynamic forms. ‘Smart’ forms learn and adapt to customers’ behaviour. Take a look at the example below. Think about various respondent groups using your form and which questions you’d like them to see and which questions you’d like for them to stay hidden (skipped). Think of the conditional logic in terms of ‘if…then’ statement and it will help you map out the flow of your questions and all of the conditional logic paths successfully.

How to Add Conditional Logic to a Question in The Form Builder?

You can start using the conditional logic feature from the second question in the form builder. Conditional logic can now be used on most question types except for Date, Currency and Slider question types.

Depending on the question you are working on, you’ll have to complete the steps mentioned below. As an example, we’re going to use the same form I’ve created the flow chart for in the previous paragraph.

Analysing my flowchart, I can see that I have to start using the conditional logic from the second question “what kind of website design are you looking for?” (Q2A). The first question of the form asks for my potential leads a very general question: “Which design service are you interested in?”. All form users have two answer options: “website design” and “mobile app design”. As both answers are quite vague in nature, I wanted to ask a more detailed question regarding the type of the design my customers are looking for next.

If customers would choose “website design”, the next question would be “what kind of website design are you looking for?”. If customers would choose “mobile app design”, their next question would be “what kind of mobile design are you looking for?”.

This is how this would look in the form builder.

Question 1 (Q1A):

Question 2 (Q2A):

Question 2, part 2 (Q2B):

Optional conditional Call to action

On the last step of your form, you will be shown a Call to action, within this you will find all the options for where you want to send your user once they submit the form. You can also apply conditional logic to these and make the experience more personalised with a particular wording on the Call to Action, Success message or redirect them to a page especially for them.

This is how this would look in the form builder.

When you’ve finalised the path of the conditional logic, you can click on ‘Save and customise form’ button in the right bottom corner of the form builder and you’ll be taken to the form customiser. Here, using the ‘Preview Mode’ you’ll be able to test the form from the perspective of the form user and see if the conditional logic works well. You can always go back to the form builder. Just make sure you’ve clicked the ‘Save’ or ‘Save and customise form’ buttons before moving back to the form customiser after making any changes to the form.

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