A: Hi,

An excellent question. We actually weighed the user experience and decided this was a better experience for users. Having built native integrations for other CRMs like Mailchimp and Hubspot we had a fair idea of what happens. With native integrations you have to build out the contact properties in the CRM and then map it to fields on the form or landing page builder's end. A contact property needs to exist before it can be mapped we have seen people go back and forth. It needs to have to exact data type or the submission will throw an error. Users typically contact both platforms to identify issues if any. With webhooks, you can just control the data type in the source platform and then manage the fields and properties in the destination platform which is Swipe One in this case. Swipe One has a really elegant way to create contact properties even while mapping fields. We built a really elegant UI on Swipe One to even map complex webhook formats. The goal was to use the approach that gave users the best experience.

I cannot tell for sure if we would go the GoZen route. Its too early for us to decide. Have to consider various factors like target audience, how they use the product, UI UX and whether a unified app makes it easier or complex. Nevertheless a great suggestion and we will definitely explore this angle.

regards,
Swami