Wednesday, June 11, 2008

Are we killing the goose that lays the golden egg?

Goose that lays the golden egg, illustrating idea of wasting leads

Should all sign up forms die?

Sign Up Forms Must Die by Luke Wroblewski at A List Apart makes a good argument for scrapping forms in favor of gradual engagement. Luke's post also includes useful ideas for improvement.

"We can do better," says Luke.

"In fact, I believe we can get people engaged with digital services in a way that tells them how such services work and why they should care enough to use them. I also believe we can do this without explicitly making them fill out a sign-up form as a first step," he says.

I agree with him.

These forms are important for lead generation. But many scare prospects away with too many questions, asking too much too soon, asking incomprehensible questions and by not giving prospects a chance to simply respond, "I don't know."

Are we at risk of killing the goose that lays the golden egg? By the way the funny image above is from this German site.

See my previous post "Why I lie on some forms."

What do you think?

Posted by Internet Marketing Report Online blog editor Julie Power on Wednesday June 11 at 6 am.


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1 comment:

Dave J. said...

Without going to read the original article, I will say that marketing needs action by the prospect at some point. Make it easier, make it compelling, but they need to decisively take action. If they aren't willing to fill out a form at some point (or call), can they later actually commit to making a purchase?