For all the energy that the tech industry puts into user experience these days, the basic design of online forms has changed relatively little since the first sign-up boxes appeared on the web. Barcelona’s Typeform S.L. is working to bring a new approach into play.

The startup today announced that its efforts have received a big boost in the form of a $35 million funding round led by Atlantic Capital. Other contributors include Index Ventures, Squarespace Inc. founder Anthony Casalena and Facebook Inc. engineering vice president Jay Parikh.

Typeform will invest the capital in building new features for its “conversational data collection” platform. The offering, which is delivered as a cloud service, enables developers to present a form as a sequence of questions organized like a slideshow. Each part is a separate page that provides plenty of room for custom content, from novelty buttons to full-width animations.

Typeform says that such a visual presentation can make for a more engaging experience than traditional text fields and menus. David Okuniev, the startup’s chief executive officer, told TechCrunch that customers see an average conversion rate of 57 percent compared to the 10 to 15 percent typical for static forms.

Moreover, Typeform can ease the administrative work that happens behind the scenes. The service includes programming interfaces that enable companies to automatically feed user input into their applications and centrally manage forms. On occasion of the funding, the startup has released a new developer portal designed to make these features more accessible.

Looking ahead, Typeform will add new “native point-and-click integrations” for connecting to third-party tools. Okuniev said that the startup is also working on several projects designed to help customers tailor their forms according to user behavior. These planned features are intended to boost the already rapid growth of its service, which has seen over 30,000 companies sign up since 2012.

Typeform has raised over $52 million from investors to date.

Image: Typeform