The Form Builder: Getting started guide


This feature is currently in beta. If you are reading this, thank you for taking the time to test it out for us. 😊
As with all beta tests, not everything will be perfect. If you run into any issues, please let your Success team member know!

Capture zero-party data directly from your customers

Lexer’s Form Builder is the quickest and easiest way to capture zero-party data directly from your customers.

Using the Form Builder, you will be able to create entirely customizable forms that you can send to your customers, and then integrate the data you receive directly into Lexer. You have the ability to create competition entries, customer surveys, feedback forms, and much more!

When a customer responds to one of your forms you will immediately have access to their full response, and you will be able to see this data in their chat history and context history, so you can personalize your customer communications. Plus, you can even use this data in Segment for deeper customer service analysis, or activations.

In this article we’ll walk through how to use the Form Builder tool, plus some tips and tricks along the way!

The Form Builder in your Hub

To find the Form Builder in your Hub, navigate to Manage > Forms in the top navigation bar. This will take you to the Form Builder tool.

All existing forms (plus their current status) will be listed to the left of the page under the My Forms heading, and any draft form you’re currently working on will be displayed on the right.

To create a new form click on + Create New Form, which is in the left, side panel, below your list of existing forms.

Creating a new form

Creating a new form using the Form Builder is almost as easy as clicking a button!

Select + Create New Form and a pop up will appear asking you to enter a name for your form. This name is only visible to your team, and is not customer facing, so just make sure the name you choose is clear so your teammates know which particular form you are creating.


Lexer tip!

You might like to create some internal naming conventions for your forms, so naming stays consistent and clear across your team.

Once you have entered a name you can click Create Form, and you’re ready to start building

Building a new form

Once you have created your draft form, you can start to build it out!

Each new form will start at Page 1, which you can then customize. For example, you may like to include the customer-facing title and description here, before starting a new page and adding question blocks.

Your new form will also have a templated “thank you” page, which is placed at the end of your form. You can customize this as needed.

And now you’re ready to start adding some questions!

Adding questions to your form

To start adding new questions to your form, simply click on + Add Block. This button can be found at the bottom of the draft page you’re working on.

When you click on this button a new panel will appear from the right of the page. This panel contains an extensive selection of different question types you can add to your form.

The question types available to you are listed in the table below.

Question typeExplanation
First nameFor capturing a responder's first name.
Last nameFor capturing a responder’s last name (or surname).
EmailFor capturing a responder’s email address.
Phone numberFor capturing a responder’s phone number (home/landline).
Mobile numberFor capturing a responder’s mobile (cell) number.
AddressFor capturing a responder’s home (or mailing) address.
Multiple choicesResponders can choose one or more responses to a question from a list of predetermined options.
CheckboxesResponders can choose one or more responses to a question from a list of predetermined options.
DropdownResponders can choose one or more responses to a question from a list of predetermined options.
Yes/NoResponders can choose either yes or no as their response to a question.
Short textResponders can write a succinct answer to an open-ended question.
Long textResponders can write a detailed answer to an open-ended question.
NPSFor capturing a responder’s overall sentiment to a question using a numbered scale, ordered list, or ranking.
ScaleFor capturing a responder’s overall sentiment to a question using a numbered scale, ordered list, or ranking.
RankingFor capturing a responder’s overall sentiment to a question using a numbered scale, ordered list, or ranking.
Star rankingFor capturing a responder’s overall sentiment to a question using a numbered scale, ordered list, or ranking.
DateFor capturing answers in date format.
NumberFor capturing answers that include numbers only.
ImageUse if you would like to include an image file in your form.
File uploadUse if you would like to include a file in your form.
TitleUse if you would like to add a title to your form.

Select the question type you’d like to add to your form, and then fill in the required details, such as the question text.

Mark your question as required (or not) by moving the toggle left or right.

To add a description to your question, or placeholder text, select the three ellipses in the bottom right-corner of the question block.

Once you’ve filled in the question details, you’re ready to move on!

Adding conditional logic

To add conditional logic to your form, select LOGIC & VALIDATION in the bottom right-hand corner of your question block.

Conditional logic allows you to add rules to your questions, or more specifically, conditional logic is the visibility of a question block based on a responder's answers. For example, if a responder answers that they shopped online, you can then hide all questions related to in-store experience.

Adding validation

To add validation to your form, again, select LOGIC & VALIDATION in the bottom right-hand corner of your question block.

Validation allows you to set rules around what kind of inputs will be accepted by your form. For example, the email address field requires answers to contain @ and .com before the answer will be accepted. If the answer doesn’t contain these validators then an error message will appear.


Lexer tip!

You can create custom error messages for your forms, or use the default set by Lexer.

Associated attribute

As well as logic and validation, you’ll also find the Associated Attribute section here.

What this section displays is either the new attribute that will be created from this question, or the standard attribute that the data from this question will flow in to. You will then be able to access this attribute in your Hub.

For example, you could create a multiple choice question that asks “What’s your favorite ice cream flavor from our new range?” The Associated Attribute would then be What’s your favourite ice cream flavour from our new range? and you would find this attribute and the associated data in Segment.


Lexer tip!

There are some exceptions to this, for example “Address”. If a responder answers three separate questions: Street Name / City / Country, then you would have three associated attributes. One for Street Name, one for City, and one for Country.
Email is another exception, the Associated Attribute would just be Lexer’s standard “Email” attribute even if the question is phrased differently, for example, “What is your email address?”

Creating a new page

You might like to group questions that cover similar themes or topics onto the same page. To add a new page to your form select the + icon next to the PAGES heading in the right, side panel.

You can rearrange pages by dragging and dropping them as needed, and any changes made in the Form Builder, will be reflected in the side panel as well.


Lexer tip!

The only page you can’t rearrange is the final “thank you” page. This will always stay as the final page of your form.

Designing your new form

Once you’ve finished building out your new form you can move onto the design and choose your fonts, logos, colors, and more. You can even add custom CSS if you want something personalized to your brand.

To start designing your form, select the DESIGN tile.

In the right-hand panel you can choose the following design elements:

  • Font
  • Title and text alignment
  • Colors
  • Background image
  • Logo

If your brand guidelines require further customization than fonts and colors, you can navigate to the Advanced tab to add custom CSS where instructed.

Once you’re done you can move onto your settings.

Adjusting your settings

To adjust the settings on your form navigate to Settings, which can be found next to the title of your form.

Once here you can adjust the form name, privacy settings, permissions, meta data, and images.

When you’re done, hit Save.

Preview and publish

Once you’re happy with your build and design, you can choose to preview your form by selecting Preview.

Preview allows you to test your form and run through it as a customer would. You will be able to double-check that any question logic is correct, as well as the flow and structure of your questions.

Once you have previewed your form and are happy with the final product, you’re ready to hit publish!

Once a form has been published successfully, a popup will appear with two tabs. One tab will contain the Share Link to the form, and can be copied and pasted into emails, for example. The other tab has the code to embed the form directly onto your webpage. The link and code can be copied by pressing the Copy button.

And, once you’ve published, your form is officially ready for customers to use!

Capturing zero-party data, made easy!

Lexer’s Form Builder is the ultimate way to create forms and surveys to capture zero-party data directly from your customers. Start building today, and if you have any questions or run into any issues, your Success Manager or Lexer Support ([email protected]) will be here to help!