Companies try as hard as they can to get information from customers over the Internet. Many of these initiatives focus on asking visitors to register for access to articles, white papers and other items.
It's a good strategy. People who care enough to register for downloads are likely to be good candidates to buy your product or service. The information in their registration forms will help turn many of them into buyers or users of the company's product or services.
So there is a temptation to ask many questions. This should be resisted for several reasons:
• People have a natural aversion to putting too much information on the Internet. The second they get that invasive feeling is the second they will abandon the form—and probably leave the site.
• Filling out the forms isn’t fun. People simply don’t enjoy spending time clicking on the firm's annual revenue and various arcane details related to the site's business. Like exercise, it's very easy to stop.
• People who are at work are busy and—unless they truly are highly motivated—ikely will bypass the offer the second that their job catches up with them. So the best chance you have of getting a response is keeping the time they need to spend to successfully complete the form to a minimum. Like it or not, registering for a free white paper is low, or even lowest, on the priority list.
For these reasons, it is important to figure out the absolutely most essential two or three questions and only ask for them. The best approach is to figure what you absolutely need to know, ask it, and send the person what you promised.