If you’re tired of sorting through a pile of lukewarm leads, you’re not alone. Most forms just dump every submission into your inbox—qualified or not. That’s where using conditional logic in Typeform actually helps you cut through the noise. This guide is for anyone who wants to automate lead qualification instead of manually filtering out time-wasters.
Let’s get into how you can set up conditional logic in Typeform to qualify leads automatically, save yourself a headache, and focus on the people who actually matter.
Why Use Conditional Logic for Lead Qualification?
If you’ve ever had to copy-paste answers from a form into a spreadsheet, you know how much of a chore unqualified leads can be. Conditional logic lets you:
- Ask the right follow-up questions only to people who meet your criteria
- Send “hot” leads straight to your CRM (and maybe send others a polite no, automatically)
- Avoid wasting time on folks who just want a freebie
It’s not magic, but it’s about as close as it gets for automating the grunt work.
Before You Start: What You’ll Need
- A Typeform account (obviously)
- A clear idea of what makes a lead “qualified” for you (e.g., budget, company size, use case)
- A plan for what happens to unqualified leads—do you want to disqualify them politely, or just skip certain questions?
Don’t overcomplicate things. Start simple. You can always tweak your logic later.
Step 1: Map Out Your Qualification Criteria
Before you even open Typeform, jot down your must-haves for a qualified lead. This isn’t busywork—it saves you from making a logic mess later.
Examples: - “Only talk to companies with 50+ employees.” - “Skip the demo for anyone with a budget under $1,000.” - “Ask about integrations only if they’re interested in automation.”
Write down your deal-breakers and nice-to-haves. This helps you figure out which questions are filter gates and which are just extra info.
Pro Tip: If your criteria are fuzzy, your logic will be too. Get specific.
Step 2: Build Your Typeform Questions
Now, create your Typeform. Start with the basics—name, email, company, etc. Then add the questions that help you qualify leads.
Types of questions that work well: - Multiple choice (“What’s your company size?”) - Yes/No (“Do you have budget approval?”) - Short text (“What’s your main goal with our product?”)
Put your “deal-breaker” questions early—no point in wasting anyone’s time.
What to ignore: Don’t ask for info you won’t use. If you’re never going to call someone, don’t ask for their phone number. Less is more.
Step 3: Set Up Conditional Logic (Logic Jumps)
This is where the magic happens. In Typeform, this feature is called “Logic Jumps.” Here’s how to actually set them up:
1. Open the Logic Panel
- In the Typeform builder, click “Logic” in the top menu.
- Choose “Logic Jumps.”
2. Add Your First Logic Rule
Let’s say you only want to talk to companies with 50+ employees:
- On your “Company size” question, add a Logic Jump:
- If answer is “Less than 50,” jump to the “Thank you” screen (i.e., end the form).
- If answer is “50 or more,” continue to the next question.
3. Stack Multiple Rules
You can set up more than one filter. For example, if you need company size and budget:
- For “Budget” question, add:
- If under $1,000, jump to “Sorry” screen or end.
- If $1,000 or more, keep going.
4. Personalize Follow-ups
If you want to ask extra questions only to qualified leads (e.g., integrations, demo scheduling), use Logic Jumps so only the right people see them.
Example: - If “Interested in automation?” is “Yes,” show “Which tools do you use now?” - If “No,” skip that section.
5. End Early (Politely)
For unqualified leads, send them to a custom message that thanks them and sets expectations. No ghosting.
Example:
“Thanks for your interest! Based on your answers, it looks like we’re not the best fit right now.”
Pro Tip: Test every path. It’s easy to miss a logic branch and accidentally leave someone in a dead end.
Step 4: Set Up Notifications and Integrations
Once your logic is set, decide what happens with the responses.
1. Email Alerts
- Set up email notifications so you or your team only get alerted about qualified leads.
- In Typeform, you can use “Notifications” to send different emails depending on how someone answered.
- You can also set up notifications for disqualified leads if you want to track them (or not).
2. Send to CRM or Google Sheets
- Use Typeform’s built-in integrations (like HubSpot, Salesforce, or Google Sheets) to send qualified leads straight to your CRM.
- Pair your logic rules with integration triggers, so only the right leads get sent over.
- If you want to get fancy, use Zapier or Make to automate even more steps (like sending a Slack alert for hot leads).
Heads up: Don’t over-automate until your logic is solid. Otherwise, you’ll end up with junk in your CRM.
Step 5: Test Every Scenario
Don’t skip this. Even if you think you set it up perfectly, test every possible path through your form.
- Fill out your form as a qualified lead, an unqualified lead, and a “maybe.”
- Check that the right follow-ups, screens, and notifications trigger for each.
- Tweak your logic as needed—small mistakes can send good leads to a dead end and vice versa.
Pro Tip: Ask a coworker to test it. Fresh eyes catch things you’ll miss.
What Works, What Doesn’t, and What To Avoid
What Actually Works
- Simple rules: Fewer, clearer logic jumps are easier to manage and debug.
- Deal-breakers up front: Don’t waste anyone’s time (yours or theirs).
- Clear disqualification: Be polite, but direct with folks who don’t qualify.
What Doesn’t
- Overcomplicating with too many paths: If your logic map looks like spaghetti, it’ll break.
- Asking everything up front: Only ask what you need to qualify.
- Ignoring edge cases: Someone will always answer in a way you didn’t expect—plan for it.
What to Ignore
- Trendy features you don’t need: Unless you truly benefit from it, skip fancy add-ons or “AI” analysis for now.
- Data you never use: Every extra field is friction. Only collect what you act on.
Keep It Simple and Iterate
Conditional logic in Typeform isn’t hard—until you try to get clever with it. Focus on your real qualification criteria, keep your logic clean, and test thoroughly. As you start getting leads, see where people drop out or where unqualified leads slip through, and adjust.
You don’t need to build the perfect system on day one. Start simple, see what breaks, and improve as you go. The goal is to spend less time sorting leads, and more time talking to the people who actually want what you’re offering.