Conditional routing ensures prospects reach the right destination

+181% qualified lead increase

This interactive form used conditional routing based on self-selection to guide prospects to the right next step, improving lead quality and overall experience.

Intent

Friction

The form’s conditional routing streamlined the user journey by allowing prospects to self-select their path based on their needs. This reduced the perceived effort, as users were only presented with relevant next steps. By simplifying the experience and guiding visitors to the right destination, friction was minimized, improving both lead quality and user satisfaction.

Motivation

Plays

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Multi Step Forms Benefits 2 preview
Variation
+26% lead increase
Breaking long forms into steps reduces friction
Alignment
Accessibility
Perception
Embedding a Form preview
Variation
+193% qualified lead increase
Hero form drives instant action
Accessibility
Alignment
Focus
Value
Messaging
Routing preview
Variation
+181% qualified lead increase
Conditional routing ensures prospects reach the right destination
Qualification
Accessibility
Perception

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