How to use conversion forms for lead generation

When a visitor completes a Conversion Form or a Landing Page on your website a Contact profile is created and their activity is recorded giving you an insight into their individual needs, behaviour and sales readiness.

Any contact form can be a Conversion Form, so can a newsletter subscription form, or an ebook download form. By creating opportunities to exchange information you can find out more about the particular interests of your Contacts and create communications to personalise and refine their experience and increase their engagement.

Creating conversion forms

A Conversion Form is a web form created to capture and enrich the information you have about your Contacts.

When someone completes one of your Conversion Forms the information they share is used to create a Contact if they don’t exist, or add information to help you learn more about their needs, suitability and how qualified they are.

Conversion forms are often used to trade some information for access to content, such as an ebook or registration for a webinar. But could just as easily be used for a newsletter subscription or to request a consultation or access a product demonstration.

By creating a number of opportunities for visitors to exchange information, each indicating a deeper level of engagement the completion of Conversion Forms can easily be used to indicate sales readiness.

For example, you might have a Newsletter subscription, several ebooks that cover both general and specific topics that in themselves can be used to segment your Contact’s interests, as well as a demonstration or free consultation offer.

Which Conversion Forms your Contacts have or haven’t completed helps you to create communications designed to appeal specifically to them.

Create and embed web forms

Lead Conversion forms are multi-step lead form funnels that provide a flexible way to generate leads on your existing website or in landing pages.

Start with a Group

Conversion forms are grouped together into 'Groups' which allow you to keep your related forms together and to see at a glance which are performing the best.

Add a Conversion form

Once you have a top level goal you can add a conversion form to it.

In this example I am creating a footer promotional download for my blog.

Add a first step to your lead form.

Conversion forms can have one or more steps, and you can choose whether they are an embedded form or an overlay.

Choose whether you want to create an embedded web form or a pop-up website overlay.

Choose a template for your first step.

You can choose from existing Jumplead templates and then modify them with the drag and drop editor, or select a design you have previously saved as a template in 'My designs'.

Once your chosen template has loaded you are able to update it with the drag and drop editor. There are a number of sections that contain the available draggable components on the right hand menu.


Contains Text, Image, Text section, Link, Video, Quote.

Content sections

Contains a range of pre-made row layouts, such as a heading section, a progress bar widget for multiple step sequences, and varying grid column options.

Form sections

Contains pre-built form layouts for common form structures.

Privacy consents

These are the privacy consent widgets that you can drag into your forms, based upon the consent categories you have added in the settings within the contacts section.

Contact form fields

These are individual form fields that relate directly to your contacts in Jumplead you can drag in to customise your forms as required.

Form fields

These are the general form fields that can capture information that will be shown in the activity stream for the contact.

Here I have dragged in an image selected from the asset manager.

Next I have dragged in a consent widget to capture and record a contacts opt-in.

Clicking 'Next' you can add any required automations to be triggered by this conversion form step.

Each conversion form step can trigger one or more existing Automation Workflows, if required.

You can create Automation Workflows in the Automations section.

Clicking 'Save' on the confirmation page you are taken to the conversion form management page.

Here you can click the + icons at any point to add new steps into your form, building steps up as required.

The steps you add can be either another embedded form step, an overlay, a final thank you step, or a redirect.

Statistics for active conversion forms capture the leads that enter your conversion form sequence, and the leads that complete your conversion form sequence. As well as the individual step statistics.

Embed the Conversion form in your website

You can preview your Conversion form, and access the Embed code to add the form to your website from the buttons on the Conversion form detail page. For WordPress websites there is a shortcode option.


Combine lead forms and pages, email marketing automation and live chat to jumpstart your marketing and sales.

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