Use form shortening

With form shortening, when a visitor begins filling out a form, HubSpot will check the enrichment dataset for existing data. Only fields that can’t be enriched are displayed to the visitor, allowing the visitor to fill a shortened form.

This minimizes the effort needed to fill out forms, increasing the form's completion rates, and ensuring high-quality data collection without unnecessary fields. Learn how form shortening uses HubSpot Credits. 

Please note: this feature utilizes the Enrichment product, which may require you to take extra compliance steps. Learn more about contact and company enrichment and consult with your own counsel for additional guidance.

Understand form shortening

When form shortening is turned on, when a visitor starts filling out a form, only the Email field will be displayed initially.

After a visitor enters their email, HubSpot will check the enrichment dataset for existing data. HubSpot will not check CRM data from other sources, such as properties populated from manual updates, workflows, or integrations.

• If the visitor’s details are not found in the enrichment dataset, they will be prompted to complete all fields in the form.
• If the information is found in the enrichment dataset:
  • Any enriched fields will be hidden.
  • Only fields that have no value, or have been populated by a non-enrichment source will appear. This includes fields populated by manual updates, workflows, or integrations.

Before you get started

Before setting up form shortening for your form, please note the following: 

• To use form shortening, you need HubSpot Credits.
• Form shortening can only be used with forms built using the updated form editor. It's not possible to use form shortening with legacy forms. 
• Conditional Logic or Redirects are not supported with enriched properties.

Configure form shortening settings

Once you turn on form shortening for your account, you'll be able to apply it to any of your forms: 

1. In your HubSpot account, click the settings settings icon in the top navigation bar.
2. In the left sidebar menu, click Data Enrichment.
3. Click the Tools tab.
4. Click to Toggle the Forms switch on/off.
   
   

Create and edit forms using form shortening

1. In your HubSpot account, navigate to Marketing > Forms.
2. In the top right, click Create form and continue creating your form, or hover over an existing form and click Edit.
3. In the left panel, click the settings icon. 
4. Toggle the Forms shortening switch on.
   
   

Analyze individual form submissions 

When analyzing forms where form shortening has been turned on, you can identify submissions with properties populated by enrichment. These properties will be tagged with an AI icon. Learn more about analyzing form submissions.

1. In your HubSpot account, navigate to Marketing > Forms.
2. In the table, click Actions and select View submissions. 
3. To view the details of a specific form submission, hover over the submission and click View.
4. In the right panel, you can review the form's submission details
   • This includes the name or email address of the contact, the date they submitted the form, and any additional fields included in their submission.
   • Properties that were populated by enrichment will be marked with an AI icon.