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eTip: The More You Ask For, The Less You Get

October 27th, 2009 | By Jeremy Mays View Comments

etip-the-more-you-ask-for-the-less-you-get

The more fields you have in a lead form, the less likely prospects are to fill it out. So basically on the Web, the more you ask for, the less you get. By asking for only the key fields needed to contact a prospect you will be able to increase your conversion rate in addition to improving the prospect’s experience. (For example, if you don’t do direct mail, don’t ask for their address.) Get all that additional information when your sales reps talk to them.

See our contact page for a great example of a simple and effective form –

http://transmyt.com/contact/

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  • JoAnne
    I worked briefly for a publisher of a controlled circulation magazine that was audited annually to verify the audience. We were required to ask subscribers a ton of questions (annually). A colleague from there commented offline: "your article is definitely right on for first time sign-ups. what we've been working on with some of our clients is a "progressive registration" concept. you capture just the barebones information from a registrant the first time they sign up, like you mention in the blog, and then capture additional info from them on subsequent visits. if you're able to tie your web applications closely to your backend database, you can recognize what information someone has provided in the past, and see what additional info you have yet to capture for them. then the web app displays whatever question(s) on the page the person hasn't answered yet and eventually you get a complete profile for the person."
  • Great to know that I have a "good" conversion form on my site. Thanks for posting!
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