Question

Topic: Customer Behavior

Web Form And Ratio Of Capturing User's Info

Posted by Anonymous on 3/10/2004 at 1:16 PM ET 250 Points
I have a website that works well, with very good traffic. I have a form in there where some personal info is requested (name, referral, email, mailing address, which are mandatory IF user decides to complete the form) along with optional fields. However, out of the many times the form is visited only some 22% of users will fill it out and submit it. Is this an acceptable ratio? or should I shorten my form to make it more inviting/less intimidating? User can browse all pages without login, and get lots of info. Completing my web form allows me to send brochures and other informational materials. Someone I know has argued for a shorter form and fewer required fields (only name, referral, and email). But I'm afraid that (a) I won't get mailing addresses to send hardcopy of informational materials if I make such field optional, and (b) email communication won't be strong enough to retain users and invite them to become customers. Any ideas on what such ratio could/should be?
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RESPONSES

  • Posted by Blaine Wilkerson on 3/10/2004 at 1:40 PM Member
    Why do you think email communication is not strong enough?
  • Posted by Pepper Blue on 3/11/2004 at 10:44 AM Member
    Ratios are all over the place, there are so many variables that it is a whole other question and answer and in fact I know it is in the archives here at KHE.

    But, what I think is happening is that you are giving them too much information on your website.

    Therefore, there is not a strong enough incentive for them register to get additional, even more valuable information - they feel they don't need it, and in fact. maybe they don't.

    Have you ever surveyed your subscriber base to determine what value they receive from the signup information? Or, what they would like to receive?

    You need to create a demand for it, make it special.

    Absolutely make the signup for this as friction-free as possible.

    I would bet that doing this increases your response rate.
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