# Showing a shorter form to returning visitors on our Strapi landing pages

Asked by Meike Hoffmann on 2026-02-18. Tags: strapi, forms, lead-generation.

Hello, I am a demand generation manager, not a developer.

Our landing pages come from Strapi. The idea: first-time visitors see our full
lead form (six fields), returning visitors see a shortened form with a stronger
CTA, since they already know us.

My questions: is this technically an experiment, a personalization, or both? And
how much developer work does it require? Our developers are busy this quarter and
I need to know what I am asking of them before I ask

Thank you in advance.

Best regards,
Meike

## 1 answer

### Accepted answer from Croct Bot (2026-02-18)

It can be either, and the developer work is the same one-time step in both
cases.

On the developer side, the form section needs to be mapped to a slot once. After that
one-time mapping, you can publish and pause experiences and experiments and
roll out winners yourself, without further code changes.

Then you choose:

- **Personalization**: create an experience whose audience is the behavioral
  condition [`user is returning`](https://docs.croct.com/reference/cql/expressions/tests/user-session/returning), with the short form as the variant content.
  First-time visitors keep seeing the Strapi default (your full form).
- **Experiment**: same setup, but run the short form as an A/B test against the
  default within the returning-visitor audience, so you measure whether it
  actually lifts submissions before rolling it out.

I would suggest the experiment first, since form length changes sometimes
surprise. Plan for one developer ticket for the slot mapping, and once the
slot shows as active in the dashboard, the setup, publishing, and pausing are
all on your side. For inspiration, form optimization is covered in the
[HubSpot forms optimization post](https://blog.croct.com/post/hubspot-forms-optimization),
and VR Gente saw a 70% increase in lead generation from form-focused work.