If you’re using forms to capture leads, you already know the feeling: you want more info from people, but you don’t want to scare them off with a giant wall of questions. That’s where conditional logic comes in. If you’re working with HubSpot Forms, this guide will show you how to ask smarter questions, get better data, and not waste anyone’s time—including your own.
This guide is for you if: - You use HubSpot Forms and want to make them more personal. - You’re tired of “one size fits all” forms. - You don’t want to overcomplicate things, but you want the right info from the right people.
Let’s get into the nitty gritty of conditional logic—what actually works, what’s just fluff, and how to set it all up.
What is conditional logic in HubSpot Forms, really?
Conditional logic is just a fancy way of saying “show or hide questions based on what someone already told you.” For example: if someone picks “I’m interested in pricing,” you show them questions about budget. If they say “I just want a demo,” you skip the money talk.
In HubSpot, this is called “progressive fields” or “dependent fields.” The idea is that your form adapts—less friction, more relevance, and no wasted questions.
Why should you care? - You can ask fewer questions up front, and get more info from the right leads. - People are less likely to bail halfway through. - Your sales team gets cleaner, more useful data.
But (and it’s a big but): don’t go nuts. Overcomplicate things and you’ll spend hours troubleshooting a form no one wants to fill out. Keep it simple.
Step 1: Know what you actually want to learn
Before you even open HubSpot, get clear about what you really need to know from your leads. Here’s a quick checklist:
- What info is non-negotiable for your sales process?
- What can you ask later, once you’ve captured the lead?
- Are you sending certain types of leads to different teams or workflows?
If you’re just adding “nice to have” questions to your form, cut them. Conditional logic is most useful when it keeps your form lean but targeted.
Pro tip: Map out your ideal form flow on paper first. Draw it like a flowchart: “If yes, show this. If no, skip.” It’ll save you headaches later.
Step 2: Build your base form in HubSpot
Log in to HubSpot and go to Marketing > Lead Capture > Forms. (If you’re not seeing the options, double-check your permissions. HubSpot loves to hide stuff behind permissions.)
- Click “Create Form.”
- Choose “Regular Form” (not a pop-up).
- Add your essential fields—name, email, maybe company.
Don’t bother adding conditional fields yet. Get the basics in place and save your form. You want a solid foundation before you start getting fancy.
Step 3: Decide between dependent fields and progressive fields
HubSpot offers two main flavors of conditional logic:
1. Dependent fields
These show (or hide) a field based on the answer to a previous question. Example: If someone selects “Other” as their job title, a text box appears so they can specify.
Best for: Simple branching questions—think dropdowns that unlock extra fields.
2. Progressive fields
These swap out questions based on what you already know about a contact from your CRM. So, if you already have someone’s company name, HubSpot can hide that field and ask for something new.
Best for: Forms that people might fill out more than once, or where you’re combining website and CRM data.
Reality check: For most lead capture forms, you’ll use dependent fields. Progressive fields are great, but only if you’re dealing with repeat visitors or existing contacts.
Step 4: Set up dependent fields
Let’s get practical. Here’s how to add dependent fields in your form:
- Edit your form and click on the field you want to trigger a dependency (e.g., “What’s your role?”).
- In the sidebar, look for “Add dependent fields.”
- Set up rules based on the answer. For example:
- If “Other” is selected, show a text field for details.
- If “Marketing” is picked, show a question about marketing budget.
- Customize your logic. You can set up multiple dependent fields for different answers.
A few things to watch out for: - Don’t nest dependencies too deep. One or two layers, tops. Any more and you’ll confuse both the user and yourself. - Test every path. Click through each scenario to make sure nothing breaks or gets stuck. - Dependent fields aren’t supported on all field types. Stick to dropdowns, radio selects, or checkboxes as triggers.
Ignore: Any advice that says you should build a giant, multi-step quiz. That’s a recipe for low conversions.
Step 5: Set up progressive fields (if you really need them)
Progressive fields sound great—“We’ll never ask the same question twice!”—but in practice, this only matters if your audience is likely to fill out multiple forms over time. If you’re running a simple lead capture form, you can probably skip this.
But if you want to try it:
- In the form editor, click on a field you want to make progressive.
- Toggle on “Make this field progressive.”
- Pick fallback options—the questions that will appear if HubSpot already has the answer in the CRM.
- Arrange your progressive fields in order of importance (top to bottom).
Reality check: This won’t matter for most new leads, but it’s handy for returning visitors or if you run gated content.
Step 6: Test your form like a real user
Before you hit publish:
- Preview your form using HubSpot’s preview tool.
- Click through every possible path (every combination of answers).
- Try the form incognito or logged out to see what a new visitor sees.
- Ask a coworker to break it—they’ll find stuff you miss.
Pro tip: Keep an eye on mobile. Conditional logic can get weird on small screens. If it’s confusing or glitchy, simplify your dependencies.
Step 7: Launch, monitor, and tweak
Once your form’s live, don’t just set it and forget it.
- Watch your form conversion rates in HubSpot.
- Are people dropping off at a certain question? Re-evaluate if you need that branch.
- Get feedback from your sales team—are they getting better info, or just more noise?
- Update your form as you learn. Strip out questions that aren’t working.
Ignore: Any advice to “set up and automate everything once and for all.” You’ll always need to tweak forms as your business or audience changes.
What works (and what doesn’t) with conditional logic
Works: - Short forms that get more detailed only when it matters. - Using dependencies to ask for specifics (“Other—please specify”). - Hiding questions unless they’re relevant.
Doesn’t work: - Overly complex logic trees—users get confused or frustrated. - Collecting data “just in case” you might use it. - Making every field conditional just because you can.
Ignore: Any suggestion to use conditional logic as a substitute for talking to your leads. Forms are just a starting point.
Keep it simple, iterate often
Conditional logic can make your HubSpot Forms way smarter—but only if you resist the urge to overdo it. Start with just one or two dependencies, see what happens, and adjust. The best forms feel effortless to fill out, and that’s your north star.
Forms are never truly “done.” As you learn more about your leads (and how they behave), keep trimming the fat. Less is more—especially when it comes to getting people to hit “Submit.”