Builder: content & blocks
The block types you can stack into a form, and how multi-step forms work.
The Content tab is where you assemble the form. A form is a list of steps, and each step is an ordered list of blocks. Drag to reorder, click to edit, and use the duplicate control to copy a block you have already styled.
Block types
- Heading — the offer headline.
- Text — supporting copy.
- Image — a product shot, logo or illustration.
- Field — a captured value. Input types include email, text, phone and number.
- Button — submits the step (or advances a multi-step form).
- Divider and Spacer — layout only.
- Countdown — a timer, for genuine deadlines.
- HTML — raw markup, for anything the other blocks cannot express.
- Wheel and Scratch — gamified reveals. See Coupons & games.
- Choice — a branch. Each option jumps to a specific step instead of simply advancing.
Multi-step forms
Splitting a long form across steps almost always converts better than one long form: ask for the email first, then the optional details. Add a step, and the button on the previous step advances to it.
Branching with the Choice block
A Choice block sends the visitor to a different step depending on which option they pick — "Shopping for myself" vs "Shopping for a business" can lead to different follow-up questions and a different offer.
Required fields
Mark a field required and the form will not submit without it. Note that a field hidden on mobile is skipped by validation rather than blocking submission — see Design.
Merge tags such as {{first_name}} work in heading and text blocks but are deliberately not processed inside HTML blocks. See Integrations & merge tags.