Why conditional logic
Showing every possible field to every visitor kills conversion. Showing only what's relevant to the visitor's context keeps the form short while qualifying as deeply as you need.
Branch on answer
"Are you evaluating for yourself or your team?" → branch shows different next questions. The form looks short to each user, while you collect richer data on both segments.
Multi-step
Split a 12-field form into 3 steps of 4 fields each. Users who start step 1 commit to finishing — abandonment drops at the entry. Each step's data is saved as you go, so partial completions still create a lead (flagged "partial").
Hidden fields and prefill
Pass UTM parameters in the URL → they prefill hidden fields → land on the Lead as attribution. Same for campaign IDs, referrer IDs, A/B test variants.