E-Commerce Insights: Get to ‘Yes’

Delusional Expectations
Many otherwise savvy marketers burden their sign-up pages with ill-timed and excessive requests for information, which result in abandonment and missed opportunity.

Take this example: An online retailer we encountered “teased” visitors with a simple, single-field e-mail sign-up form at the bottom of every page on its site. Standard stuff, except that on this site, entering an e-mail address and clicking “submit” didn’t yield the expected confirmation page. Instead, would-be subscribers were greeted with a second form, requesting 10 more pieces of information, including a complete physical mailing address.