The Form Builder: Getting started guide

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.

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 and customize! For example, you may like to include a customer-facing title and description at the start of your form, before adding your 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.

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.

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.

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.

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!

Finding your form responses in the Hub

Once your form is published and responses start to flow in, finding them in the Lexer Hub is easy!

Each form has a Form ID that can be found in the URL of your published forms.

Copy this Form ID and then in the Lexer platform navigate to Understand > Segment.

In the Segment Builder, search for the following attribute and add it to the PROFILES MUST HAVE ALL OF THESE section of the builder:

1. Submitted Survey

Then add the Form ID you copied earlier to the filter. Hit Search.

Moving to the right of the page, under EXPLORE ATTRIBUTES, you can then scroll down and find your form questions and a breakdown of responses.

You can also click into each of these attributes to see a detailed breakdown of how your customers have responded to each question.

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 to learn more about access and pricing, please read more here, and then reach out to support@lexer.io.