If you're reading this, you’re probably tired of watching people bail on your long forms. You want more conversions—without annoying your leads. This guide’s for marketers, HubSpot admins, and anyone who’s realized that a single, endless form isn’t doing the trick. You’ll get clear advice on building multi step forms in HubSpot that actually work, with zero fluff.
Why Multi Step Forms? (And When to Avoid Them)
Multi step forms break up large forms into smaller, bite-sized pieces. The theory is simple: less overwhelming = more completions. But here’s the catch—not every form needs to be multi step.
When it makes sense: - You have a lot of required fields (think: event registrations, B2B demos). - You need to qualify leads before showing extra questions. - You want to personalize later steps based on earlier answers.
When to skip it: - Your form is already short (3-4 fields). - The “steps” are just for show and add no real value. - Your audience is impatient or on mobile (extra clicks can kill conversions).
If you’re not sure, test a short single-step form first. Only split it up if you’re seeing drop-offs or you truly need the extra logic.
Step 1: Map Out Your Form—Before You Touch HubSpot
Don’t jump straight into HubSpot Forms. Start with pen and paper—or a whiteboard. Figure out:
- What info do you absolutely need? Be ruthless. Every extra field is a reason to quit.
- Which fields can wait? “Progressive profiling” lets you collect more data over time, not all at once.
- What’s the logical order? Personal info first, then details, then any qualifying questions.
Pro tip: Actually fill out your own draft form. If you get annoyed, so will your users.
Step 2: Break It Into Sensible Steps (Not Just for the Sake of It)
A good multi step form feels natural. Here’s how to split it up:
- Group similar questions: Name, email, and phone go together. Company info in the next step. Don’t bounce users between topics.
- Put easy questions first: People are more likely to finish if they’ve already started. Start simple, then get specific.
- Save the “hard” questions for later: If you need to ask budget, timeline, or qualifying details, do it after they’ve invested a minute.
- Keep steps short: 2-5 fields per step is usually the sweet spot. Any more and it defeats the purpose.
What NOT to do: Don’t add steps just to make the form look fancy. If you can get it done in one or two steps, do it.
Step 3: Build the Form in HubSpot
HubSpot doesn’t have a true “multi step” form out of the box. Here’s how people get around it:
Option 1: Use Multiple Forms + Redirects
- Create a separate form for each step.
- After each form submission, redirect users to the next page/step.
- Carry over known info (like email) using hidden fields or query parameters.
- Stitch it together into a seamless process.
Pros: Works natively in HubSpot. Easier to manage and track. Cons: Can get clunky. Feels like page reloads between steps.
Option 2: Embed a Third-Party Multi Step Form
- Use tools like Typeform, Jotform, or custom-built forms.
- Push data into HubSpot using integrations or Zapier.
Pros: Smoother user experience. True multi step logic. Cons: More setup. Data syncing can break. Less native reporting.
Option 3: Custom Code (Advanced)
- Build a multi step form using JavaScript, then send data to HubSpot via API.
- Total control, but requires a developer.
Honest take: If you’re not technical, stick with the first option. It’s not as slick, but it’s reliable and you’ll actually be able to maintain it.
Step 4: Keep the User in the Loop
People hate uncertainty. If they don’t know how many steps are left, they’ll bounce. Here’s what to do:
- Show a progress bar. Even a simple “Step 1 of 3” helps.
- Be clear about what’s coming. “Next, we’ll ask about your project details.”
- Make navigation obvious. Use big, clear “Next” and “Back” buttons. Don’t hide the navigation.
- Save their progress if possible. If a user drops off, try to save what they’ve already entered (HubSpot’s cookies can help with this).
Step 5: Get Ruthless with Testing
Don’t guess—test. Here’s what actually matters:
- A/B test single-step vs. multi step. Sometimes, fewer steps win. Don’t assume.
- Track drop-off points. Where are people quitting? Too many fields on Step 2? Fix it.
- Ask for feedback. Add a short “How was this form?” at the end. People will tell you if it sucked.
- Check on mobile. Always. Multi step forms can get weird on small screens.
Ignore: Fancy design tweaks that don’t help usability. Focus on what actually moves the needle.
Step 6: Only Ask for What You’ll Use
This sounds obvious, but most forms are bloated. Here's the reality:
- If you’re not going to call every lead, don’t ask for their phone number.
- Don’t ask for “company size” if you’re not segmenting by it.
- Consider making non-essential fields optional—or better yet, save them for later touchpoints.
Pro tip: The less you ask, the higher your conversion rate. Every field is a mini-conversion.
Step 7: Make It Fast and Bulletproof
- Optimize for speed: Compress images, minimize third-party scripts, and keep page loads snappy.
- Validate as you go: Inline validation (showing errors before submitting) beats making users hunt for missing fields.
- Test with real users: Watch someone fill it out. You’ll spot friction fast.
Step 8: Sweat the Follow-Up
The form is only half the battle. What happens after submission matters for conversion, too.
- Send a real confirmation email. Not just “thanks”—give next steps.
- Route leads smartly. Don’t send everyone to the same sales rep if you can help it.
- Review analytics weekly. Don’t “set and forget.” Watch for weird drop-offs and fix them.
What About Fancy Features? (Conditional Logic, Pre-Fill, Etc.)
- Conditional logic (show/hide fields based on answers) is great but can get confusing. Use sparingly.
- Pre-fill fields if you already know user info (via cookies or past submissions). It’s a small win for completion rates.
- Progressive profiling (asking for more info on return visits) is smart for long sales cycles, but overkill for one-and-done forms.
Don’t get sucked in by every new feature. Most of your gains come from basics: short forms, clear steps, and relentless testing.
The Bottom Line
Multi step forms in HubSpot can absolutely boost conversions—if you keep it simple. Don’t overthink it, don’t collect data you don’t need, and keep testing until it works. Start small, watch your numbers, and iterate. You’ll get more leads without driving people away.