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Form Pre-Fill Technology Guide

Reduce friction and increase conversions by automatically filling checkout forms with known customer data.

What is Form Pre-Filling?

Form pre-filling (also called form auto-population) automatically enters customer information into your checkout forms based on data you already have about them. By passing parameters through your deal page URL, you can pre-populate fields like name, email, phone number, and address—eliminating redundant data entry and significantly boosting conversion rates. This technology is especially powerful when driving traffic from email campaigns, CRM systems, or previous purchases.

Why Form Pre-Filling Increases Conversions

Studies show that pre-filled forms can increase conversion rates by 15-30%. When customers see their information already entered, it creates a personalized experience, reduces friction, builds trust (you know who they are), and eliminates the frustration of typing on mobile devices.

How Form Pre-Filling Works

The URL Parameter Method

DrivenCart uses URL parameters (also called query strings) to pass customer data from your traffic source to your deal page. When someone clicks a link containing these parameters, the system automatically populates the corresponding form fields.

Basic URL Structure:

https://yourdomain.com/deals/[email protected]&first_name=John&last_name=Doe

The portion after the "?" contains parameters separated by "&" symbols. Each parameter has a name (like email) and a value (like [email protected]).

1Supported Pre-Fill Parameters

?email=Email address

Example: [email protected]

?first_name=First name

Example: ?first_name=John

?last_name=Last name

Example: ?last_name=Doe

?phone=Phone number

Example: ?phone=555-123-4567

?address=Street address

Example: ?address=123%20Main%20St (note: spaces encoded as %20)

?city=City name

Example: ?city=Los%20Angeles

?state=State/Province

Example: ?state=CA

?zip=ZIP/Postal code

Example: ?zip=90210

?country=Country code

Example: ?country=US

2Combining Multiple Parameters

You can include multiple parameters in a single URL. Separate each parameter with an ampersand (&) symbol.

Complete Example URL:

https://yourdomain.com/deals/[email protected]&first_name=John&last_name=Doe&phone=555-123-4567&city=Los%20Angeles&state=CA&zip=90210

This URL pre-fills email, name, phone, and address fields automatically. The customer sees their information already entered and simply needs to add payment details.

Using Pre-Fill with Email Marketing

Form pre-filling is especially powerful when combined with email marketing. Most email service providers (ESPs) support merge tags that let you dynamically insert subscriber data into links.

ESP-Specific Merge Tag Examples

Mailchimp

POPULAR

ConvertKit

https://yourdomain.com/deals/your-product?email={{subscriber.email_address}}&first_name={{subscriber.first_name}}

AWeber

https://yourdomain.com/deals/your-product?email={!email}&first_name={!name}

GetResponse

https://yourdomain.com/deals/your-product?email=[[email]]&first_name=[[name]]

ActiveCampaign

https://yourdomain.com/deals/your-product?email=%EMAIL%&first_name=%FIRSTNAME%&last_name=%LASTNAME%

Testing Your Links

After creating your pre-fill link in your ESP, send yourself a test email to verify that merge tags are working correctly. Click the link and confirm that your information appears in the checkout form. This catches errors before sending to your entire list.

Pro Tips for Form Pre-Filling

🔒 Handle Spaces and Special Characters

URLs cannot contain spaces or certain special characters. Use URL encoding: spaces become %20, @ becomes %40, etc. Most ESPs handle this automatically with merge tags, but if building links manually, use an online URL encoder tool.

📱 Mobile Optimization is Critical

Over 60% of email opens happen on mobile devices. Pre-filling forms on mobile is especially valuable because typing on smartphones is tedious. This single feature can dramatically improve mobile conversion rates.

🎯 Start with Email, Add More Later

At minimum, pre-fill the email address. Once you confirm that's working, gradually add more fields like name and phone. Don't try to pre-fill every field at once—focus on the most impactful data first.

🔄 Combine with Dynamic Content

Use URL parameters for both form pre-filling AND dynamic content personalization. Example: Pre-fill the form with their name AND customize the headline to include their name. This creates an extremely personalized experience.

✅ Always Allow Manual Editing

Pre-filled fields should always be editable. People change email addresses, move to new cities, or may have outdated information in your system. Never lock pre-filled fields—let customers make corrections if needed.

Advanced: CRM and Platform Integration

Form pre-filling isn't limited to email marketing. You can generate pre-filled links from any platform that stores customer data:

💼 CRM Systems (HubSpot, Salesforce, Zoho)

Generate custom deal links for sales reps to send to prospects. Include contact information from CRM records. Sales reps can personalize outreach while providing seamless checkout experience.

🛒 Previous Purchase Data

When promoting additional products to existing customers, pre-fill their information from previous purchases. This is especially powerful for membership site users or repeat buyers.

📊 Zapier and Automation Tools

Use automation platforms to generate custom pre-filled links based on specific triggers. Example: When someone books a call, automatically send them a pre-filled checkout link via SMS or email.

🎓 Webinar and Event Platforms

After someone registers for your webinar, send them to an offer page with their information pre-filled. Reduces friction for hot leads who just consumed your content and are ready to buy.

Troubleshooting Common Issues

Issue: Parameters Not Pre-Filling Forms

Possible Causes & Solutions:

Check parameter spelling (must match exactly: email, first_name, last_name, etc.)
Verify URL structure (starts with ?, parameters separated by &)
Test URL directly in browser address bar to isolate ESP merge tag issues
Clear browser cache and cookies, then test again

Issue: ESP Merge Tags Not Working

Solution: Each ESP uses different merge tag syntax. Double-check your ESP's documentation for the correct format. Send yourself test emails to verify merge tags are populating correctly before sending to your entire list.

Issue: Special Characters Breaking URLs

Solution: Use URL encoding for special characters. Spaces = %20, @ = %40, & = %26, # = %23. Most ESPs handle this automatically, but if building links manually, use a URL encoder tool.

Issue: Pre-Fill Working Inconsistently

Solution: Check if your data source has missing or incomplete customer information. Pre-fill only works when data exists in your ESP or CRM. Add data validation to ensure fields contain values before attempting to pre-fill.

Form Pre-Fill Best Practices Checklist

Always pre-fill at least the email address for email traffic

Test pre-fill links before sending to your list

Make pre-filled fields editable (never lock them)

Use proper URL encoding for special characters and spaces

Track conversion rate differences between pre-filled and standard links

Combine with dynamic content for maximum personalization

Clean your data regularly to ensure accuracy