How Jotform keeps users in the product longer with Zapier

Without a form, you can't capture leads, accept payments, or support customers. That's why businesses turn to 's powerful drag-and-drop form builder—to keep their operations running smoothly. 

It was a no-brainer for Jotform to partner with Zapier from the beginning. Spending hours building a form and manually routing responses is no one's idea of fun. But would a Zapier integration take users away from the product or make them believe Jotform isn't powerful enough?

Spoiler alert: It didn't. Jotform's retention rate is 50 percent higher among customers who use Zapier through the embedded experience.

How Jotform embedded Zapier and built a seamless user experience

When you explore Jotform, you would think Zapier is a built-in feature at first glance. Jotform used Zapier's to embed the automation experience directly into their form builder. With , Jotform built a seamless way for users to build powerful forms and automated workflows directly within their platform. 

Thanks to strategic implementation and marketing, Jotform's Zapier embed keeps customers in the product longer—and they want even more of what Jotform is offering. Jotform users who automate with Zapier are 25 times more likely to upgrade to a paid plan. 

Jump ahead:

• Embed Zapier where users spend the most time

• Increase discoverability throughout the user journey

• Spotlight successes and use cases through co-marketing campaigns

Embed Zapier where users spend the most time

Jotform embedded Zapier in the most prominent spot in-product—their form builder. Users can connect to Zapier and start automating at any point, whether building a new form or editing an existing one.  

gave the Jotform team a head start to build a frictionless, in-app automation experience in no time. Instead of coding from scratch, the Partner API provided flexibility so the team could customize the automation experience within the form builder—from surfacing relevant Jotform Zap templates to streamlining Zap setup.

"[The] API allowed us to present a consistent user experience with our branding and style while offering Zapier functionality," says Uğur Ugurlu, Head of Integrations at Jotform.  

Customers have a one-stop shop for building powerful forms and automated workflows, and Uğur says this makes for stickier customers.

Increase discoverability throughout the user journey

Jotform customers build forms to power critical processes, so they need an easy way to route responses to their business tools. That's why Jotform prioritized making Zapier easy to discover and use throughout their platform. 

No matter how users find the Zapier integration within Jotform—whether it's Jotform's or exploring the Integrations tab in the form builder—users can seamlessly discover , then create and edit Zaps without leaving the main form builder. And the experience looks and feels like it's part of Jotform, rather than a clunky third-party add-on.   

Jotform also created for their Zapier integration and hosted them within their help center rather than redirecting users off their site to other help docs. This creates a frictionless customer experience and shows that Jotform fully endorses Zapier as an integration solution that users can trust.

Spotlight successes and use cases with co-marketing campaigns

Jotform took advantage of the marketing benefits available as a member of to work with Zapier on co-marketing campaigns that drive awareness and adoption even further. 

First, they launched a promotional campaign for , written by Jotform founder and CEO Aytekin Tank. Jotform and Zapier joined forces to feature use cases and automation thought leadership on their , , and . 

They also published a joint on their respective and promoted it in their newsletters. Jotform also jumped into the conversation about AI by sponsoring this year's , Zapier's annual automation conference, which had more than 30,000 registrants. 

By tackling thought leadership, use case discovery, and customer advocacy, Jotform framed its Zapier integration as a trusted solution that extends its primary product offerings.

Partners in product stickiness

By treating their Zapier integration as a complement, not a competitor, Jotform increased upgrades, retention, and time spent in-product. But the real winners are their customers.