E-Commerce Insights: Get to ‘Yes’
Don’t ask unnecessary questions on your site’s sign-up pages
Embrace Godin’s notion of drip irrigation marketing. Online sign-up forms should be short, simple and ask only for truly relevant information. Get someone to say, “Yes!” Then calmly ask your next question.
Take another look at your site’s four key sign-up processes. Each ends with a confirmation page. How well are you using this valuable Web real estate? Use these pages to say thanks, and then gather more marketing information.
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