When a user engages with a form, or you download a lead magnet, you don't want to show that user the same asset a second time. A funnel of any type is a *journey*, and 'what comes next' should be shaped based on previous interactions. Your digital voice can't keep having the same conversation with a user when they're telling you what they want.
When a user comes back to your website, or they navigate to another page, the form should change (so a different picture, different form, different automaton schedule etc). This is called a vertical escalation. Vertical Escalation is similar to our bigger-picture 'Conditional Content' module, except that the content doesn't resolve based on borrowing objective - it remains siloed on interest.
You may set form or panel escalation from the Conditional Content module in Yabber. Select your website and form, and then drag and drop forms into the order in which they should be shown.
Importantly, this works in company with landing pages, so when a user subscribes to an offer on a landing page, that escalation applies globally. Certainly, in email follow-up, you don't want the user seing 'more of the same'.
The reality is that only a few brokers use this feature, but as your traffic builds or your marketing needs mature, it's nice to know it's there.
The drag-and-drop form is backed by around 35 points of automation. The submission itself is a declaration (meaning borrowing objective is resolved), and this might guide conditional content.
Forms aren't just forms.
