My friend, Mark Sanborn, related an experience where he lied when asked for certain information in order to register on a website. His point is that while, “…smart marketers want to capture information … making it hard for customers and prospects to do business with you is worse than getting little or no information at all.”
When you ask for information whose value is perceived by your visitor/prospect to be greater than the value received in exchange, you’re likely to either lose the prospect or get lies instead. So if your website doesn’t seem to be doing a very good job of convincing your visitors to take the actions you’d like them to take (buy, subscribe, inquire, etc.) then maybe it’s time that you looked at the price you’re asking your visitors to pay in return. While you can ask your visitors for more you should only require that they provide the minimum. You’ll be pleasantly surprised with higher conversion rates and more satisfied visitors.
