Enhancing user experience is essential for any organisation aiming to maximise online conversions, especially in today’s competitive B2B environment. One proven way to achieve this is by reducing barriers in your digital processes—starting with the forms your prospects complete. HubSpot’s form shortening capability presents an innovative solution: it leverages artificial intelligence to automatically populate fields based on existing records in your CRM. When a returning visitor starts filling out a form, any data you’ve already collected about them is detected and pre-filled by HubSpot’s AI in the background. As a result, users only need to provide new information, and unnecessary or repetitive questions are removed completely from their view. This seamless reduction in form fields makes completion quicker and less intrusive, directly improving both conversion rates and audience satisfaction.
Implementing this feature is straightforward.
Start by accessing your HubSpot account’s main settings and ensure the form capability within data enrichment tools is enabled—this authorises the AI to reference your connected data.
Next, navigate to the Marketing > Forms section to either create a new form or edit an existing one, depending on your campaign objective.
Inside the form builder, visit the Settings tab and activate the ‘Form Shortening’ toggle. From here, you can continue to customise your form as needed, ensuring it aligns with your branding and information requirements.
Once ready, simply publish your form and you’re equipped to offer a more streamlined experience for every returning contact.
By decreasing friction, shorter and smarter forms tackle one of the leading drivers of form abandonment—fatigue caused by lengthy or repetitive questions. This not only accelerates lead capture, but also signals to contacts that your business values their time and digital experience. In turn, you achieve higher conversion efficiency, foster stronger relationships with leads, and position your organisation as an innovator in customer-centric business processes. Harness the benefits of form shortening in HubSpot to optimise your digital HQ for measurable performance and people-first engagement.