Taxi is the in-house content management system that Web Producers use to build new forms for lead capture and to make edits to existing forms. “Lead capture” is the action that happens on the website when the visitors convert to leads – meaning they fill out the form, input their contact information, which then allows the company to collect customer data for marketing purposes.

View the Taxi CMS here 

List of all Taxi form

This page is geared toward breaking down the Taxi environment. For more information on how to build out a taxi form, here’s a screen recording.

Quick Links

All our taxi forms are grouped within each school’s degree offerings. Below is a taxi form within the AU-LAW grouping

The Navigation Bar: This area provides the form’s details on the left, and on the right: the ability to add a new field, add a new step, preview the form (this can only be done if the form is saved), publish, and clone a form. You can also expand and collapse all fields for better viewing

Note: A form can only be cloned within its same taxi grouping.

Taxi forms are broken down into steps, which represent each page of the form, and fields, which represent each individual question prompted to the user.

As you can see above the field “When are you considering starting your program” within Step 1, the Standard Field Name is pulling the “prospect_education_journey_c” salesforce field. These fields have already been added to Salesforce by the CRM team, then they populate as options in taxi. So when this form is presented to a user, they will see the question “When are you considering starting your program?” followed by a dropdown menu with only the options “Next available cohort, 3 to 6 months, 6 to 12 months, unsure”

Note: All of the steps/fields to be added are clearly explained to us in a ticket from Marketing Operations. If there’s no field, it needs to be added to Salesforce, handled by CRM.

Each form will use a variety of fields and steps but 2 fields that must be included in all our forms are: US Marketing Consent and GDPR Marketing Consent. Based on where the user is located, they will be prompted with one of the fields, which includes disclaimer language and the opportunity for a user to opt into our marketing communications. This language is always provided and approved by compliance.

If you want to present a different question based on a user’s prior response, you can create a branching form. Most of our umbrella sites, use these to guide the use to the correct program offering.

Here we can see the first question of the form, “Which masters program most interests you?”, is a branching question. This will create a unique form for the user based on the master’s program the user selects. 

The green branch symbol with the allocated number shows us in the backend which question will appear for which user journey. For example, the question “What is your highest level of education completed?” will only appear for users that select ‘MIDS’ in the branching question.

If you are adding a value to the branching question, you must un-branch the question, save, and add the new value. Because of this, it is helpful to take screenshots/notes of the branching so that it is correctly re-added.

Steps

Here is a screen recording of adding branch to existing form.

This value is required on all forms and allows us to properly label each lead that comes in when a user fills out the form. This will not appear to the user and is just passed along with the lead. Below is an example:

This value is required on all forms but there are two types of ways to include the degree interest within the form. The user can be prompted to select from the program options or the degree interest can be automatically selected when building the form and hidden; both result in passing the information along with the lead.

Here the degree interest is already selected when building the form and will always be added to the lead when the user completes the form Below is an example:

This is a hidden field on a PEP-LLM form that will not be visible to the user and will always send the degree interest of ‘LLM’ once the form is completed.

Here the degree interest is determined when the user fills out the form. Below is an example:

This filed on the BAY-UMT All Programs form, prompts the user to select the degree interest, which will be passed when the form is submitted.

This field sometimes gets used in place of the Degree Interest field. Similarly, the user is prompted to decide their program track. This again allows us to properly pass the right information along with a prospective students’ lead. Below is an example:

Here we can see the user will be prompted with 4 program options within the PEP-PSY degree.

We have a feature specific to the country field that allows us to learn what country the user is interacting from without prompting an additional question to the user

Here we can see that based on the user’s answer to the question “When are you considering starting your program?”, the default thank you page for the form will be overridden by the  different thank you page after they complete the form. More documentation on creation/implementation can be found here.

Embeddable Lead Form Documentation
Taxi FAQ doc
Taxi Form Spec Docs