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From weeks to minutes – How Primer slashed form deployment time and drove higher conversion rates
Forms created in minutes,
not weeks
Self-serve setup for marketers without technical support
Improved conversion
rates
The bottlenecks of Pardot’s built-in forms
Before Formulayt, Primer relied on Pardot’s built-in forms. While functional, they were slow to deploy, hard to customise, and required operational or developer support. This meant:
- New forms could take weeks to create and launch.
- Marketers were dependent on technical teams for form setup.
- Limited customisation restricted data capture and optimisation.
As Paul Staite, Head of Demand Generation at Primer explained:
We had to work through an operations team and someone more technically inclined to create the right steps in Salesforce and Pardot. With Formulayt, a marketing person with no technical background can create a form in minutes.
Generation at Primer
Supercharging Pardot forms with Formulayt
Primer integrated Formulayt into its marketing tech stack alongside Pardot (also known as Salesforce Account Engagement). This enabled:
- Self-serve form creation by marketers without technical support.
- Customisable form logic to capture richer data points, such as browser information and referral sources.
- Rapid deployment of new forms and business-specific logic, often while stakeholders were still in meetings.
- GDPR compliance built into the form setup, with clear opt-in and terms visibility for legal teams.
The results
1. Time savings and efficiency
Forms that once took weeks now take minutes to create and launch. The accessibility of Formulayt means marketers can launch forms instantly, without relying on developer or ops team inputs.
2. Improved conversion rates
Through A/B testing and analytics, Primer optimised multi-step forms without guesswork. With Formulayt, Primer’s marketing team can easily see if changes to their contact forms have improved or reduced completions, taking subjectivity out of decision-making.
3. Better user experience
Progressive profiling and browser-based logic reduce friction for users. For example, Formulayt will pre-fill simple fields such as phone number country codes - and the less people have to type, the higher the completion rate.
Why Formulayt?
Paul has implemented Formulayt at both large enterprises and fast-growth startups. He explains:
“Every company I’ve joined, one of the first things I implement is Formulayt. Whether you’re a 20,000-person enterprise with thousands of forms across different markets, or a fast-growth startup with a handful, it saves time, reduces bottlenecks, and improves user experience.”
About Primer
Primer is a global payments infrastructure company that enables merchants to orchestrate their payment stack and optimise checkout performance. By integrating multiple processors, payment methods, and services into one unified platform, Primer helps businesses increase conversions and streamline operations. With a growing global presence, Primer runs complex campaigns and depends on reliable, scalable form management to capture insights, accelerate demand generation, and fuel growth.
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.