This is a guest post by Jesus Ramirez from MarketingUnfolded.com.
Sometimes as we design our sign-up forms we forget about the most important piece of the whole sequence… the prospect.
We forget that they are people too, with fears, and pre-conceived notions and we often overlook the steps we can take to ovoid their un-easiness.
By simply looking at your sign-up form we can make 3 quick and easy changes to increase your conversion rates, they are:
1. Removing Unnecessary Fields
In most cases (at least in internet marketing) the email address field is the most important. But do you really need a physical address? Or a phone number?
If the answer is “no”, then definitely remove these, they are only creating confusion and anxiety in the sign up process. You need to have a short and unintimidating sign-up form.
You should also do a split test and see how you perform with just asking for an email and leaving out the name.
By keeping all the unnecessary fields you are giving your prospects more excuses to leave.
In my website I choose to just stick with email, if I need any other information for other offers then I will ask for them as I need them.
2. Tell Your Prospects Why You Need The Extra Information
If you must absolutely have more than a name and email, you must have a truly valid reason on why you are asking for the extra information.
Make sure that you explain it to your prospect in the sign-up form.
Remember people are very hesitant on giving away their personal phone number because they don’t want to get telemarketers trying to sell them something while they are having their dinner or doing some important work.
They don’t want to give you their address because they don’t want more junk mail than they already have.
To overcome these fears you must explain why you need the extra information. Remember it might be obvious to you, but it won’t be to your prospect, so tell them!
Remember most of your prospects just want to know why you need a particular piece of information before they give it to you.
Most people will never click on the privacy link, but the 1% that do, will be directed to your privacy page where their worries will be put to rest, and you can close them on that page by adding a sign-up form.
This is something that Copyblogger does, and it seems to work very well for them.
The Bottom Line
When you’re designing your sign-up form it’s very easy to get caught thinking of only what you want and what you need.
A better approach is to design your sign-up form in the needs of your prospect. Accept that they are skeptical, and that the value you provide might not be readily obvious to them.
You need to take these steps, and any other steps that you can, to make sure they can easily, and comfortably give you their information. Remove all the obstacles and confusion, remember…
It’s all about putting them first.
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