---
title: Collect visitor data
---

> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

Xperience's built-in **Forms** application takes your contact management to the next level. The online forms you build in the application help you **collect valuable visitor information**. And since the application is a part of Xperience, you can **convert collected data into actionable insights** and use it to segment your contacts or trigger personalized customer journeys.

See how you can work with [forms](https://docs.kentico.com/documentation/business-users/digital-marketing/forms.md) in Xperience by Kentico.

Here are a few ideas for website forms to collect valuable customer data:

- Request additional information through a contact form.
- Provide visitors access to gated content after form submission.
- Give users a way to set up preferences.
- And many more.

Find out more about Xperience [forms](https://docs.kentico.com/documentation/developers-and-admins/development/builders/form-builder.md) in the documentation.

🎬 [Video](https://docs.kentico.com/docsassets/guides/collect-visitor-data-essentials/forms-walkthrough-2025.mp4)

## Exercise - Collecting visitor data

In the following exercise, you'll learn how to create and display a form on the website and use it to collect contact data.

 **Task**:

Your content manager discovered a page without a form. They asked you to create one and add it to the _Loans_ page.

### Create your form

1. In Xperience by Kentico, navigate to the **Forms** application and create a **New form**.

2. Use the **Add field** button in the middle of the Form builder and add the following fields to your form:

   1. _First name_.
   2. _Last name_.
   3. _Email_.
   4. _Business phone_.
   5. _Leave a message_.

3. You want to adjust the _Business phone_ label to just _Phone_ since the promoted loans are for personal usage, and you want to avoid potential confusion.

   1. Select the **Configure** button for the _Business phone_ field and change the **Label** to _Phone_.
   2. **Apply** the change.

4. Adjust the _Leave a message_ as well:

   1. Select the **Configure** button for the message field and change the **Label**: _Let us know about your financial needs_.
   2. Add **Explanation text**: _Share any specifications or ideas with us so we can tailor the loan offer to your needs_.
   3. **Apply** to save the changes.

   > **Tip:** You can use **validation rules** to make sure people enter the **right kind of information** in your form fields. For example, you can limit the number of characters in a text field or set a maximum value for numbers.
   > Keep in mind: Validation rules don’t apply to empty fields. If you want to make sure a field is filled in, mark it as _Required_ in the field’s properties.
   >
   > Interested? Learn more about the available [form fields validations](https://docs.kentico.com/documentation/business-users/digital-marketing/forms/create-and-edit-forms.md#field-validation).

5. Make the _Email_ field and any other fields required. Select the field's **Configure** button, select the **Required** checkbox field, and hit **Apply**.

6. To complete the form, add the **Consent agreement** field and:

   1. Select the **Configure** button and, for this tutorial, select _Marketing cookies_.
   2. **Apply** to save the change.

7. Switch to the **General** tab and:

   1. Rename the form to _Loans general form_.
   2. Change the **Code name** to _LoansGeneralForm_.
   3. **Save** the changes.

### Display your form on the live site

1. Switch to the **Personal Banking** application and go to the _Loans_ page. Select **Edit page** to create a new version of the published _Loans_ page.
2. **Add section** below the _Featured content_ widget with the **plus** button on the left and add the **Form column** section.
3. **Add widget** using the **plus** button in the middle of a new section and insert the **Page heading** widget.
4. Open the _Page heading properties_ with the **Configure widget** and:

   1. Choose **Heading type**: _H3_
   2. Add the **Title**: _Let us prepare a personalized loan offer that best suits your needs_.
   3. Hit **Apply** to save the changes.
5. With the **plus** button, add a **Form** widget.
6. Open the _Form properties_ with the **Configure widget** and:
   1. Select the _Loans general form_.
   2. For **After form submission**, keep **Display a message**.
   3. Adjust the text: _Thank you! Our loan specialist will contact you within the next two business days._
   4. **Apply** the change.
7. Finally, **Save** and **Publish** your page.

Your page with a new form may look like the following:

![](https://docs.kentico.com/docsassets/guides/collect-visitor-data-essentials/form-loans-page.png)

## Next step

Continue learning about [segmenting your website audience](https://docs.kentico.com/guides/digital-marketing/xperience-essentials/segment-your-website-audience-essentials.md).