Last updated: Apr 20, 2023
Lead generation is an essential part of any sales strategy, enabling you to connect with prospects and nurture them along the path to becoming a happy customer. For 49.7% of businesses, online forms are their highest converting lead generation tool.
However, it’s not just a case of accurately capturing information—you need to use it effectively too. The best way to do this is to automate how data is synced from your web forms to your CRM. This way, your sales and marketing teams have easy access to the right information when they need it.
If you want to use web forms with Pipedrive, you have plenty of different options to choose from. To decide which forms will work best for you, you’ll need to consider what’s most important to you when it comes to the features. You also need to think about how integrations work, such as how easy they are to set up and whether that’ll incur additional costs.
In this article, we’ve compared six different web form services and how you can use them with Pipedrive:
Before you start looking at third-party options, take a look at native Pipedrive forms. While they may lack some of the more extensive features of other web form builders, it’s a great way to get a web form up and running quickly.
Along with the standard fields you’d expect such as name, email address, etc, Pipedrive allows you to create custom fields to capture large text as well as single option and multiple choice answers. You can then have all of that data automatically sent straight to your Leads Inbox or sales pipeline.
One of the biggest benefits is the ease of use. As it’s Pipedrive’s solution, it works out of the box, without having to worry about writing any code or setting up any complicated integrations. If you don’t have dedicated design/development resources to build custom web forms for you (or you don’t want to wait around for them), then this is a great way for Pipedrive customers to get started.
However, that simplicity comes at the expense of more functionality. There are also only limited design options, so if you’re looking for a designed form that exactly matches the aesthetic of your site, you’re best looking elsewhere.
Another common complaint we hear is a lack of tracking and attribution. Because of the technology Pipedrive uses for the native forms (inline frame or iframe), it’s not possible to capture UTM codes and save these to Pipedrive.
Price: Included as part of the Pipedrive LeadBooster add-on ($39/mo, annual plans available)
Best for: Quickly implementing basic lead capture forms on your website
2. WordPress forms
There’s a good chance that your website is built on the WordPress content management system (CMS). In fact, 62% of websites that use a CMS use WordPress, which equates to over 455 million websites. With thousands of plugins available, there is no shortage of web form solutions that you can implement on your website, usually with a free basic plan available. In fact, one of the biggest challenges is being able to pick the right WordPress web form plugin out of all the available choices.
Popular options include:
We’re not going to go into comparing these here, as there are great resources out there for this already. Read WPMayor’s overview or wpbeginner’s take on the most popular WordPress forms to make an educated choice.
Once you’ve picked out a plugin, setting up the form can get a little technical. Depending on your familiarity with WordPress, you might need some assistance from your friendly neighborhood website admin. Once the form is in place, you may also need some design help to ensure the web form fits your website style for the best conversion rates.
To integrate with Pipedrive, you’ll usually need to use an additional service. Outfunnel allows you to connect many of the more popular WordPress forms, or you can use a dedicated add-on plugin such as the ones created by IT GALAXY. The setup of these is usually pretty straightforward, as you just need to install the plugin and then add the Pipedrive API and URL details to the plugin setting page.
Price: Free plans available, usually with optional paid plans offering additional functionality
Best for: WordPress sites, ideally with additional design/development resources available
3. Wix Forms
Another popular option for websites today is Wix, an all-in-one website builder. If you’re one of the 4.5 million websites that use Wix, then consider using their web form solution to capture lead data. While there are other form builders available on the Wix AppMarket, here we’ll focus on Wix’s dedicated solution, Wix Forms & Payments.
On the plus side, the add-on comes with plenty of templates and design options, enough for most people to find the look that matches their site. However, setting up some of the more advanced features can get complicated.
In addition, while there is a free limited package, users who want more than five forms or customization options will have to sign up for Wix’s complete marketing and customer management suite, Ascend. If you’re already using (or would benefit from) the complete Ascend package this isn’t too bad, but if you’re only interested in the web forms this seems a lot to pay to add extra forms.
When it comes to integrating with Pipedrive, you have a couple of options. Outfunnel offers a Pipedrive-Wix Forms integration that can be set up in less than 15 minutes, while Integromat offers a similar solution (although the setup is complicated).
Price: Free limited package with up to five forms, paid plans start at $12/mo
Best for: Contact forms on Wix sites, especially for existing Ascend plan users
While HubSpot has its own free CRM solution, it’s not unusual for users to take advantage of some of HubSpot’s other features—such as Hubspot Forms—while relying on Pipedrive to manage their CRM.
HubSpot Forms are intuitive to set up, with a drag-and-drop WYSIWYG editor for building your forms and landing pages. You can also use up to a thousand form fields, with dozens of field types available (whether that’s simple text, checkboxes, dates, or others).
Free plans are available, but paid plans have some significant advantages. Along with being able to remove the HubSpot branding, automatic email follow-ups, and the ability to customize your forms with CSS, the Marketing Hub Professional and Enterprise plans allow you to create smart forms that adapt the questions to the visitor. However, the paid plans get pricey quickly and only make sense if you’re able to take full advantage of all the features. The Starter pack starts at $45/mo when paying upfront, going all the way up to the enterprise package that starts at $3,200/mo.
To integrate with Pipedrive CRM, HubSpot’s Data Sync (a part of Operations Hub) offers a 2-way sync between HubSpot and Pipedrive. Basic sync is free, but if you want to sync custom fields you’ll need to upgrade to Operations Hub Starter (which will set you back another $45/mo) or higher plans.
Price: Free basic plan, starter packs start at $45/mo
Best for: Companies where marketing ops already lives inside HubSpot
Although all the form builders we’ve looked at include some basic customization options, in most cases this is either fairly limited (with a selection of basic templates or simple ‘choose the button color’ options) or requires professional input with CSS coding. If you’re looking for something that offers a more aesthetically pleasing experience without requiring a computer science degree, then you’ll want to check out Typeform.
With their distinctive UX, Typeform makes it easy to create beautiful, engaging, interactive forms. Along with their eye-catching designs and visuals, Typeform’s ‘one question at a time’ approach allows you to personalize future questions based on the prospect’s previous answers, along with conditional logic that ensures you’re only asking relevant questions. This reduces friction and makes it much more likely that leads will complete the form—although if they don’t, the analytics will show you exactly where they’re dropping off.
The free plan is also quite generous, with unlimited forms, up to 10 questions per form and 10 responses per month. If you need more questions and/or responses and you want to remove that Typeform logo, you’ll need to go for a paid plan. In addition, Typeform has a native integration that you can use to connect with Pipedrive, which works with the free Typeform account.
Price: Free plan available, paid plans start at $29/month
Best for: Beautiful survey-like forms to collect additional information
Another dedicated form builder, Paperform allows you to quickly create beautiful forms from hundreds of templates, with no technical knowledge required. However, if you have some HTML and CSS knowledge, you can further customize the templates with more advanced options.
There are over 22 different question types you can use, including appointment setting and file uploads, as well as logic rules that allow you to control exactly what questions are asked and when they should be displayed.
What’s the difference between Typeform and Paperform though? G2 reviewers found Paperform easier to set up and administer than Typeform, and also prefer their feature updates and roadmap. However, they still rated Typeform as easier to use and the better choice for meeting the needs of their business.
You can try out Paperform with a 14-day free trial, but there’s no free plan available. There’s also no direct integration with Pipedrive CRM currently available. Instead, you’ll have to use a solution like Zapier or Integromat to connect the two.
Price: Plans start from $24/mo (annual plans available)
Best for: Survey-like forms that you want full control over
When it comes to choosing the right web form for you, it usually makes sense to go with the solution built for the platform your website is built on, such as WordPress or Wix. Likewise, if your marketing platform supports web forms, as HubSpot does, then it might be easier to use that.
However, there are other important considerations, such as your level of technical expertise, your budget, and the type of information you’re trying to capture. In many cases, the web forms that come with Pipedrive will be more than sufficient for your needs and don’t require additional integrations. On the other hand, no-code solutions such as Typeform and Paperform can create a more visually appealing form that might be more suitable for your prospects.
By using a solution that’s compatible with your existing platforms and integrates with Pipedrive, you’ll be able to automate lead capture in a truly useful way, minimizing the effort you need to put into contact management. Leads will get shared with your sales team automatically, along with all the key data.
If you’re going to use Wix Forms, Gravity Forms, Elementor Forms or Contact Form 7, then Outfunnel can help integrate the forms with Pipedrive. Get started with a free 14-day trial today!