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How Checkout.com scaled marketing efficiency with Formulayt
Scaled form management with automation
Cleaner Salesforce data for campaign reporting
Clearer ROI tracking across campaigns
Manual checks, limited data, and lost time
Before adopting Formulayt, Checkout.com relied on the Pardot forms integrated with Salesforce. While functional, this setup presented several challenges for the marketing operations team. Their US Marketing Operations Manager, Theodore Lefebvre, outlines the challenges that Checkout.com were experiencing prior to using Formulayt.
- Repetitive setup – Each new form required replicating completion actions and rules in Pardot.
- Limited flexibility – Restrictions on hidden fields created bottlenecks, limiting the amount of data that could be captured.
- Overhead in data accuracy – Ensuring campaign data flowed consistently into Salesforce required significant manual checks.
As Theodore Lefebvre, Marketing Operations Manager at Checkout.com explained:
When we were using Pardot forms without Formulayt, we spent a great deal of time checking whether completion actions were correct and replicated correctly across campaigns. We had to check every form to ensure data flowed properly into Salesforce.
Operations Manager, Checkout.com
Turning to Formulayt to streamline form management
Checkout.com turned to Formulayt to streamline form management and data capture. By standardising form types and leveraging backend automation, the team was able to:
- Configure form types once and reuse them without duplicating rules in Pardot.
- Capture more hidden fields and session parameters, enriching campaign data.
- Use backend automation to reduce manual oversight and improve data flow consistency.
The results
1. Improved efficiency
Form creation is now faster and less repetitive, freeing up the marketing team’s time. The team don’t have to copy everything from one form to another. Instead, they can use a single template again and again.
2. Cleaner, more accurate campaign data
By using Formulayt’s hidden field and validation logic, Checkout.com created a much cleaner Salesforce campaign structure. With Formulayt, every single interaction from the website forms comes with a normalised source and UTM parameters that Formulayt helps capture, making campaigns in Salesforce efficient and clean.
3. Reduced reliance on developers
With Formulayt handling form logic and A/B testing, the team avoids unnecessary developer involvement. With faster access to A/B testing, the only thing they need to provide to the web team is an HTML snippet, while Formulayt does the heavy lifting of swapping out the forms automatically.
4. Better user experience
Through progressive profiling and cookie-tracking workarounds, Checkout.com avoids asking users for information they already have. This allows for a better user experience, regardless of session tracking.
Why Formulayt?
For Checkout.com, Formulayt has become indispensable.
The platform not only enhances automation and reporting but also allows Checkout.com to scale marketing operations without being bottlenecked by form management - or relying on developer resources.
“Formulayt has helped my team capture as much information as possible, which means when running campaigns we can easily show ROI each time.”
About Checkout.com
Checkout.com is a global payments platform that helps businesses drive growth in the digital economy. Founded in 2012 and headquartered in London, the company provides a unified payments solution that supports credit and debit cards, mobile wallets, and local payment methods worldwide. Checkout.com enables merchants to optimise conversion rates, reduce fraud, and scale internationally.
As a global company running complex campaigns and managing a large volume of forms, Checkout.com requires streamlined operations and a reliable marketing infrastructure. With offices across Europe, the Middle East, Asia Pacific, and the U.S., it empowers organisations to deliver seamless, secure payment experiences to their customers.
Book your free demo and see what’s possible with Formulayt
In just 30 minutes, you’ll learn how to scale form deployment, ensure compliance, and eliminate infrastructure bottlenecks that slow down campaigns.