When someone lands on your website and fills out an online form, you’ve captured valuable customer data that can turn into revenue.
That’s why the best online form builders either integrate with your existing tech stack, or are embedded in the same CRM that houses all your customer data: because the integration between forms and data is how you:
- Capture even more data across multiple platforms.
- Segment your audiences in one place.
- Personalize messages across a wide variety of channels and moments in the customer journey.
What are online form builders?
Online form builders create, customize, and manage forms across websites, social media accounts, landing pages, and anywhere else you capture customer data. Forms collect important zero-party data like names, email addresses, phone numbers, preferences, and more.
Form builders shouldn’t require any previous coding knowledge to use. They should come with drag-and-drop functionality, pre-built templates, and customization options.
It’s important to remember that form builders aren’t very valuable on their own. They’re most effective when you treat them as part of a customer data ecosystem that begins with gathering information through the form, which then flows through a centralized database, which then powers personalized messaging.
What are the benefits of online form builders?
There are two big reasons to use an online form builder: to grow your email and text message lists, and to collect valuable customer data. This is how B2C brands can personalize thousands or even millions of messages at scale.
A solid online form builder can:
- Boost submit rates. When your forms appear at the right moments and entice shoppers to sign up with relevant offers, you can drive more submissions. The best-performing Klaviyo brands see an average form submit rate above 3%, excluding embedded forms.
- Reduce form abandonment. A good form experience means customers won’t get frustrated and bounce. Drop-offs often happen during friction points in the form-filling process, like when fields have unclear or strict input requirements.
- Help you personalize the customer experience. Klaviyo’s 2025 Future of Consumer Marketing Report shows that 74% of customers expect more personalized experiences from brands. When you personalize your forms based on user behavior, you’re meeting those increasingly demanding expectations.
How can I use online form builders?
There are plenty of ways to incorporate forms into your marketing strategy beyond a basic email address field. Think outside the box by creating forms for:
Marketing list sign-ups
This is the most common use for a web form, but that doesn’t mean yours has to be boring. In addition to asking for an email address and/or a phone number in exchange for an incentive, you can also ask new subscribers to share data points that will help you personalize messaging for them later on, such as:
- Their birthday
- Their product preferences
- Personal attributes that might inform product recommendations, such as skin or hair type
You can also think beyond discounts for sign-up incentives. Jewelry brand Caitlyn Minimalist, for example, makes new subscribers feel like they won a prize when they sign up: with pop-up forms and embedded forms, they incentivize submissions with dynamic spin-to-win wheels and targeted offers.
In one year, efforts like these contributed to 83% email list growth and 145% text message list growth.
Loyalty program invitations
Loyalty programs are a goldmine for repeat purchases, and online forms are a great way to enroll customers. The 2025 EY Loyalty Market Study reveals that 35% of people sign up for loyalty programs on company websites, up from 31% in 2024.
Use a form builder to create loyalty program sign-up forms for customers who have bought a certain number of times. When your form is embedded in a CRM that has purchase data, you’ll be able to catch people who are more likely to sign up for a loyalty program when they land on your website.
Event or contest registrations
For events, set up a registration form that asks for name, email, and dietary restrictions or session preferences. For contests, add fields that help you manage entries, like social media handles or verification or referral codes.
Once someone submits, you can automatically send them a confirmation message, add them to your CRM, and tag them based on which event or contest they entered. This makes it easy to follow up later with targeted campaigns or send event reminders without manually tracking spreadsheets.
4 of the best online form builders to collect customer data
When you’re choosing an online form builder, make sure it feeds data directly back into your CRM either via integration or because it’s already part of that system. That way, you can personalize the customer journey from end to end, across multiple channels, using all the platforms in your tech stack.
Here are 4 of the best online form builders for marketers in 2026:
Klaviyo Web Forms
Klaviyo Web Forms are embedded in Klaviyo B2C CRM. When someone fills out a form, their customer data shows up in Klaviyo in real time. The form builder offers multiple options for web forms, including:
- Pop-ups
- Fly-outs
- Embedded forms
- Full-page forms
- Banners
- Teasers
- Spin-to-win wheels
Klaviyo offers 70+ form templates and endless opportunities for form customization, from dropdowns and countdowns to radio buttons and checkboxes. Choose from multi-channel, multi-step forms or simpler forms, and filter forms display by segment, location, cart value, and more. Klaviyo’s revenue metrics give you a clear picture of how forms actually drive sales.
With A/B testing and Klaviyo’s forms display optimization, you can use AI to test multiple versions of a form and find the highest-converting display time. Klaviyo will automatically select the winning version, and set that form live.
When skincare brand Tata Harper wanted to test and improve their email and text message sign-up forms, they used forms display optimization to test 20 AI-generated variations on placement and timing across their desktop and mobile pop-ups. Before, they could only manually test two variations at a time.
In the 30 days after the winning versions went live, submissions for both forms jumped more than 65% from the 30 days prior to testing.
Typeform
Typeform is an online form builder that can collect a lot of customer data in a long-form, conversational format. If you want to ask multiple questions and gather data as a quiz or survey, Typeform is a great option.
Klaviyo’s Typeform integration collects high-quality customer data by:
- Embedding surveys, quizzes, and forms across landing pages, pop-ups, email campaigns, and text messages
- Syncing data to Klaviyo, so brands can segment their audiences and personalize messages with data gathered from responses
- Building more detailed customer profiles with quiz data like skin type, hair type, or clothing size
Gourmet popcorn maker Garrett Popcorn uses a Typeform survey in their welcome flow and via QR code on their store receipts to collect data on customers’ flavor and shopping preferences. Using Klaviyo’s Typeform integration, they store the survey data in customers profiles, which allows for more granular segmentation.
Wufoo
Wufoo is a form builder from SurveyMonkey that makes it easy to create registration, application, survey, contact, and payment forms. It offers pre-built templates and a drag-and-drop interface, and its brand-customizable forms can accept payments directly through PayPal, Stripe, or Authorize.Net.
Klaviyo’s Wufoo integration syncs form submissions to Klaviyo in real time, so you can:
- Build custom forms and launch flows based on customer behavior.
- Personalize automated emails and newsletters.
- Segment your lists based on form data.
Wisepops
Wisepops is a form builder that supports pop-ups, banners, and notification feeds. With AI, Wisepops can target website visitors with high buying intent at specific moments and recommend products based on browsing and purchase history.
You can use Klaviyo’s Wisepops integration to better engage subscribers by:
- Recommending products based on viewed items
- Creating campaigns to engage visitors based on their lifecycle stage
- Reward your top customers with discount codes
- Building dedicated cart recovery pop-ups that show live cart contents
Use customer data to grow with Klaviyo
Growing your marketing lists is just the beginning. Once people sign up, it’s time to get creative with how you collect more customer data to personalize your brand experience in more ways.
With customer data in Klaviyo, you can:
- Segment your audience in real time and find niche audiences for targeted marketing campaigns.
- Personalize omnichannel flows across email, text message, social media, and push notifications.
- Create lookalike audiences for ad campaigns to attract your best customers without spending more.
Related content
