Using Hidden Form Fields Successfully: The Secret to Smarter Forms
When it comes to collecting data on your website, forms are essential. What if we told you there’s a simple way to collect more relevant information from your users without adding extra fields for them to fill out?
Table of Contents:
- What Are Hidden Form Fields?
- Why Use Hidden Form Fields?
- How to Implement Hidden Form Fields
- Best Practices for Using Hidden Form Fields
- Final Thoughts: The Power of Hidden Form Fields
What Are Hidden Form Fields?
When it comes to collecting data on your website, forms are essential. What if we told you there’s a simple way to collect more relevant information from your users without adding extra fields for them to fill out? The answer lies in hidden form fields—a powerful tool that can make your forms smarter, more effective, and ultimately more user-friendly.
Hidden form fields aren’t visible to users, but they can still capture valuable information that helps enhance user experience, streamline workflows, and improve the quality of the data you collect. Let’s look into how you can use hidden form fields successfully and why they can be a game-changer for your website forms.
Hidden form fields are input elements in a form that are not visible to users but are still submitted as part of the form data. These fields can be used to collect information that doesn't need to be manually entered by the user, such as tracking data, session details, or pre-populated values based on user actions.
Hidden fields can be used for a variety of reasons, but the goal is always to capture necessary data without overwhelming or confusing your users.
Why Use Hidden Form Fields?
There are several compelling reasons why hidden form fields can enhance your forms:
1. Streamlined User ExperienceOne of the primary advantages of hidden fields is that they allow you to collect important data without asking users to enter it manually. This can make your forms shorter and more focused, improving the user experience and reducing friction in the form submission process.
For example, instead of asking for information that you already know (such as the user's location or referral source), you can use hidden fields to automatically capture this data, making the process quicker for the user.
2. Track Marketing Campaigns and Source Data
Hidden form fields are often used to track the source of a lead or the marketing campaign that brought them to your website. By passing parameters such as utm_source, utm_medium, or utm_campaign through hidden fields, you can easily attribute form submissions to specific campaigns and channels. This helps you understand which marketing efforts are driving the best results, so you can refine your strategies accordingly.
For example, if you’re running a paid ad campaign on Facebook, you can use hidden fields to capture utm_source=facebook, utm_medium=cpc, and utm_campaign=summer_sale. When a user fills out a form, you’ll know exactly where they came from, and you can measure the performance of that campaign.
Example of set-up for a utm_source=facebook hidden field in HubSpot.
3. Pre-Populate Forms for Returning Users
If you have returning users or users who are logged in, hidden fields can help pre-populate certain values in forms without asking them to enter information again. This is particularly useful for lead generation forms or customer account updates, where you may already have some details about the user.
For instance, if a returning user has already entered their email address on a previous form, you can use a hidden field to automatically fill it in for them, saving them time and increasing the likelihood of a form submission.
4. Improve Data Accuracy and Consistency
Hidden fields can help ensure the data you collect is accurate and consistent. Since they’re pre-filled or dynamically populated, there’s less room for human error. This approach is particularly valuable in marketing and lead generation because it allows you to make smarter, more relevant assumptions about your leads.
For example, if a user downloads a whitepaper about AI for IT professionals, by leveraging hidden fields, you can automatically tag them as a "Technologist" without them having to select that option themselves. This makes their journey through the nurturing process more personalized and relevant, based on the content they engaged with.
5. Personalization and Dynamic Content
Another great use of hidden form fields is for personalization. If you want to tailor content or offers based on user behavior, you can pass values into hidden fields that trigger different actions or content displays. For example, if you know that a user came from a specific blog post, you can use hidden fields to show them a related offer or content recommendation after they submit the form.
How to Implement Hidden Form Fields
Most Marketing Automation platforms like the ones below allow you to use hidden fields in your forms:
- HubSpot Marketing Hub: Widely known for its ease-of-use and integrated CRM, HubSpot forms allow you to add hidden fields to automatically capture tracking data.
- Marketo: A robust platform that enables advanced lead tracking and segmentation. Hidden form fields can be used to pass along data collected from your marketing channels.
- Salesforce Pardot: Now part of Salesforce, Pardot is geared toward B2B marketing automation and includes options for hidden fields in forms to enhance lead nurturing and attribution.
- Oracle Eloqua: Offers enterprise-level marketing automation with sophisticated form handling, including the use of hidden fields to capture campaign-specific data.
- ActiveCampaign: Known for its simplicity and integration capabilities, ActiveCampaign lets you add hidden fields to your forms for effective data capture.
- Keap (formerly Infusionsoft): Designed for small to medium-sized businesses, Keap also provides options for embedding hidden fields in forms to streamline lead capture and management.
Each of these platforms provides robust functionality to not only design and deploy forms but also to integrate the captured data directly into their respective marketing automation workflows. This allows for seamless tracking and more personalized follow-up communications.
Best Practices for Using Hidden Form Fields
To make the most of hidden form fields, here are a few best practices to keep in mind:
1. Be Transparent About What You’re Collecting
Even though hidden fields are not visible to the user, it’s still important to be transparent about the data you're collecting. Let your users know what information is being tracked and why, especially if you're using hidden fields for marketing or analytics purposes.
2. Don’t Overuse Hidden Fields
While it’s tempting to track everything under the sun, remember: too many hidden fields can create clutter and increase the risk of data errors. Keep your hidden fields limited to the most necessary and useful information, such as tracking data, pre-filled values, or session data.
3. Ensure Proper Validation
Just like visible form fields, hidden fields should also be validated to ensure the data is correct and accurate. This includes making sure the values are populated correctly and match the expected format. For example, if you’re tracking a user’s campaign source with a hidden field, ensure that the value is passed correctly from your marketing platform.
4. Keep User Privacy in Mind
If you’re using hidden fields to track user behavior or store personal data, make sure you comply with privacy regulations like GDPR. Be clear about what you’re tracking and give users the option to opt out or control how their data is used.
5. Test the Form Regularly
Hidden fields are often populated dynamically, so it’s important to regularly test your forms to ensure that hidden fields are correctly populated and submitted. This helps avoid any issues with missing or incorrect data, especially when integrating with marketing platforms or CRMs.
Final Thoughts: The Power of Hidden Form Fields
Hidden form fields are a smart, underutilized tool for collecting valuable data without burdening your users with extra steps. When used correctly, they can enhance the user experience, improve data accuracy, and give you valuable insights into how your marketing campaigns are performing.
By leveraging hidden form fields, you can streamline your forms, improve conversion rates, and gather the data you need to make informed decisions about your marketing strategy.
Ask Yourself:
- Are you currently using hidden form fields to capture important data without overwhelming users?
- How can you leverage hidden fields to track your marketing campaigns or pre-populate forms for returning users?
If you’re not already using hidden form fields, it’s time to consider how they can boost your form performance and help you collect the data you need—while keeping your forms clean and user-friendly.
Your Turn:
How do you use hidden form fields on your site? Share your tips and experiences in the comments below!