How to Instantly Improve Your B2B Form Conversion Rates With Enrichment and Shortening

In this video, I want to introduce you to form enrichment and shortening in Reform. For B2B marketers, form enrichment and shortening can be an effective way to improve conversion rates while also enhancing the quality of data captured in forms—data that ultimately ends up in your CRM.

Check out our dedicated guide to form enrichment and shortening in our help docs.

How It Works

Here, I have a standard single-page lead generation form, the kind you might embed on a website or landing page. Like any form, the user must enter all their information—even if they are a known and potentially high-value lead, such as the CEO of Microsoft.

As we know, increasing the number of fields in a form also increases friction for visitors and can reduce conversion rates. Additionally, there’s the risk of mistyped data, leading to inaccurate CRM entries. This is where form enrichment can be particularly useful.

What Is Form Enrichment?

Form enrichment uses a third-party data provider with verified, accurate contact data to make a real-time call and automatically fill in fields based on the lead’s email address. Let’s walk through how to set this up in Reform.

Setting Up Form Enrichment in Reform

1. Enable Form Enrichment
   
   • Go to the Reform dashboard and click on the Enrichment tab.
   • If Form Enrichment is enabled in your account, the Reform data source will be selected by default.
   • Reform’s data source is powered by Exact Buyer. If you have an Exact Buyer plan and API key, you can select this option and enter your API key in the settings.
2. Choosing a Data Source Block
   
   • The next step is selecting which block to use for searching contacts via the data source API.
   • Most forms only have a single email address field, so this will be automatically selected for you.
3. Mapping Properties
   
   • To enable form enrichment, you need to map properties from the data source to your form fields.
   • For example, you can map the First Name block in your Reform form to the First Name property from the data source.
   • Similarly, you can map other fields as needed.

Form Shortening: Reducing Fields Dynamically

You may be wondering: If I already have accurate data from the provider, why show these fields at all?
This is where form shortening comes in.

To enable form shortening:

1. Go to the Enrichment settings.
2. Enable the toggle under Form Shortening.
3. This setting hides fields from users unless they cannot be enriched by the data provider.

Testing the Enriched Form

Now, let’s test the form:

• If you enter the email address of an unknown lead, nothing happens. The system makes a real-time call to the data source but does not return data, so the user must manually fill in their details.
• However, if you enter the email of a known lead (e.g., the CEO of Microsoft), the form automatically fills in any available fields with data from the third-party provider.

By default, all mapped fields remain hidden unless the system cannot retrieve data.

• If a record is found, the form stays short, reducing the user’s effort.
• If only some fields are enriched, the remaining required fields will still be displayed for the user to complete.

Multi-Step Forms & Additional Use Cases

Like all Reform features, form enrichment and shortening can also be applied to multi-step lead capture forms. This ensures a smoother, more efficient experience for both users and marketers.

Check out our dedicated guide to form enrichment and shortening in our help docs.