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Conditional fields let your embedded Conversion forms adapt as they are filled in. A field can be shown only when other answers match certain conditions, or hidden entirely when Conversion already knows the answer for the visitor. Hiding known fields, a technique known as progressive profiling, keeps forms short and conversion rates high.

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Setting a field’s visibility

Field visibility is configured per input element in the form builder:
  1. Open your form’s Design tab.
  2. Select an input element on the canvas.
  3. In the sidebar, find the Visibility section and choose an option under Show this field.
Each input element supports three visibility modes:
The Email field is always visible and cannot be hidden. An email address is required for every form submission.

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Hide when known (progressive profiling)

Hide when known is available once the field is mapped to a contact or company field. When an identified visitor loads the form, Conversion checks whether the mapped field already has a value for them:
  • If the value is known, the field is hidden and the existing value is kept.
  • If the value is unknown, or the visitor isn’t identified yet, the field is shown as usual.
This lets you progressively build up a contact’s profile across repeat visits without asking the same questions twice.

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Conditions

With When conditions match, you build one or more conditions and choose whether the field is shown when all conditions or any condition match. Each condition compares a source value against the values you enter:
  • Form field: the visitor’s current answer to another input on the same form. The field updates live as the visitor fills in the form.
  • CRM field: a contact or company field on the identified visitor’s record.
The available operators are: equals, does not equal, is known, is not known, contains, does not contain, contains any of, does not contain any of, is any of, and is not any of. Comparisons are case-insensitive, and you can add up to 10 conditions per field.
Combine modes across fields: ask “Company size” only if it isn’t already known, and show “Which plan are you interested in?” only when “Company size” is answered with a larger tier.

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How visitors are identified

CRM-based visibility (Hide when known and CRM field conditions) relies on the visitor being identified through Conversion’s website tracking. For anonymous visitors, CRM values are treated as not known, so those fields simply show as usual.
Visibility rules are evaluated on Conversion’s servers. CRM values, field mappings, and the rules themselves are never exposed to the visitor’s browser.

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How submissions are validated

Visibility is enforced again at submission time, for embedded forms and Forms SDK submissions alike:
  • Hidden fields are never required, even if marked as required. A hidden required field cannot block a submission.
  • Values submitted for hidden fields are discarded, so a submission can’t write to fields the visitor never saw.
  • Visible fields are validated as usual.

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Things to know

  • Rows and columns hide automatically when every field inside them is hidden, so your layout collapses cleanly.
  • Forms with conditional fields are rendered per visitor and skip CDN caching, so they may take slightly longer to appear than a static form.
  • If a Hide when known field is hidden because its value is already on the contact, conditions that reference that form field use the known CRM value instead.