Maximize Signup Conversions by Asking for Less
Does your form ask for just the information you need to build and engage a list of subscribers, or does it go above and beyond that?
As MarketSherpa has pointed out, “above and beyond” in this case may lead to signup conversion rates and information quality that fall below your expectations.
In the latest Chart of the Week, they illustrate why name and email should typically be all the information we ask for in our email newsletter sign up forms. Take a look:
Name and email are the two fields most likely to be provided accurately, and still, even these fields are “fibbed” sometimes (i.e. 32% of respondents to the survey said they didn’t always provide an accurate email address).
That’s one of a few good reasons to use confirmed opt-in for all of your campaigns. The fact that respondents were generally less willing to give other information accurately (and presumably *at all* in some cases) is a convincing reason to ask for only what you need from your website visitors.
Alas, sometimes less means more! I couldn’t resist 🙂 .