Lead Capture & Forms
Lead capture is a distinct job from content personalization: a form is a fill-in (insert a capture card into the page) rather than a take-over (swap existing copy), and it feeds a concrete outcome – leads. The Forms page is where you build and place forms; the Pipeline page is where the captured leads and the funnel live.
Form templates
Build a template in Forms → Templates: pick which fields to collect (name, email, phone – at least one), set the header title and submit-button text, and choose an accent and background color (presets or custom). Two layout modes are available – Card (a centered, elevated card that slots into a zone) and Band (a full-width colored strip). An optional calendar booking toggle adds an appointment-slot selector, and the TCPA consent line is pre-seeded with your business name and fully editable.
Placing a form
Deploy a template from Forms → Placements. A placement maps the template to a zone on a page (Homepage, Blog, All pages…), optionally targets a segment (no segment = shown to everyone), and sets the position relative to the anchor element – after, before, at the top of, at the bottom of, or in place of it. Under the hood a placement is a lead_form content variant, so forms live alongside your personalization variants and respect the same rendering pipeline.
Funnel analytics
The Pipeline → Funnel tab tracks views → starts → submits → abandons per form, with field-level drop-off so you can see exactly which input loses people. Page-level analytics show traffic, submits, and conversion rate over 24h / 7d / 30d / 90d windows. Form submissions fire a form_submit event automatically – the tag's form tracker attaches to forms without extra configuration, so the funnel also covers your existing non-AXO forms.
The leads pipeline
The Pipeline → Leads tab lists every captured lead: contact details, the scheduled appointment slot (when the form includes booking), the behavioral cohort the visitor belonged to at capture time, the page they converted on, and the timestamp. Summary cards roll up total leads, appointments scheduled, and your top-converting cohort. Because leads carry their segment, you can feed them into Triggers for follow-up orchestration.