In brief
An instant form opens directly in the app, with contact details already pre-filled from the person’s profile. It avoids going through a website, which reduces the effort asked of people on mobile. It is the basic tool of a leads campaign.
Why it matters
The simpler the form, the more it gets filled in, but the contacts are sometimes less qualified. The skill lies in balancing volume and quality according to what your team can actually call back.
The steps
- Choose the form type: “more volume” (quick submission, no review screen), “higher intent” (a review screen where the person confirms their details) or “rich creative” (colors, image, longer text).
- Write a short introduction explaining what the person receives in exchange for their data.
- Choose the questions: at least one, fifteen at most. Pre-filled fields (name, email, phone) work best; custom questions (multiple choice, short answer, appointment) help qualify leads.
- Add the link to your privacy policy.
- Write the ending screen: a thank-you message, an action button, possibly a promo code.
- Decide how to collect the contacts: CSV file download, the ads mobile app, or a connection to your customer relationship tool.
Pitfalls to avoid
- Asking too many questions: every extra field lowers the completion rate.
- Asking for sensitive information (health or financial data, ID documents, opinions): it is forbidden in forms.
- Forgetting to follow up quickly: a contact who is not called back within the day quickly goes cold.
- Leaving contacts in the platform: they can only be downloaded for a limited time (around 90 days, to be checked in the tool).
Frequently asked questions
Which form type should I start with? “More volume” to test quickly; switch to “higher intent” if contact quality disappoints.
Can I ask for a phone number? Yes, it is a standard pre-filled field, but every extra field lowers the completion rate.
Key takeaways
- Simple = volume, review = quality.
- Fifteen questions at most; sometimes a single one is enough.
- Plan from the start who calls the contacts back and within what time.
Practice in TRIALO
Create a campaign with the Leads objective, set up the fictional form (introduction, questions, privacy policy) and compare a short version with a long one.