Jotform partnered with Zapier to embed their automation experience directly into the form builder, resulting in a seamless user experience that keeps customers longer and increases the likelihood of upgrades to paid plans. With strategic implementation and marketing, Jotform's retention rate is 50 percent higher among customers who use Zapier through the embedded experience, and users are 25 times more likely to upgrade to a paid plan. The integration was built using Zapier's Partner API, which provided flexibility for customization within the form builder, and allowed Jotform to present a consistent user experience with their branding and style while offering Zapier functionality. By prioritizing discoverability throughout the platform, Jotform made it easy for customers to route responses to business tools, increasing the effectiveness of the integration. The partnership also led to co-marketing campaigns that drive awareness and adoption, further associating Jotform's brand with automation and AI, and resulting in increased credibility and thought leadership.