In content marketing, signup forms are a fact of life.
A form is usually the gate between your visitors and a piece of valuable content. Your visitor pays you with some information, you unlock the content. Fair trade.
Except when it’s not.
Just yesterday, while doing some research for a client, I landed on a web site I’d never been to before. It had a white paper I wanted to see.
The white paper was behind a signup form. I expected that.
What I didn’t expect was the amount of information the form asked for.
Are you ready for this? It asked me for:
- My email address
- First name
- Last name
- Company name
- Mailing address complete with postal code and country
- Phone number
- Number of employees
- Password again
Every single field was required. And this was my first contact with the site!
So you know what I did? I fudged all the details.
Because in my brain I was wondering why they needed all that information. Were they going to send me unwanted marketing junk through the mail? Were they going to sic a salesperson on me to call every day? (It’s happened to me before.)
I wasn’t going to risk it. My only other option was to abandon the form altogether because there’s no way I was giving out all that personal information for a white paper.
To me, it wasn’t a fair trade.
Your website visitors go through a similar mental process when faced with signup forms. Asking for too much information causes friction.
People wonder why you need the information and what you’re going to do with it. They wonder if it’s worth their time to fill out all those fields for the item that’s on the other side.
The more fields on your form, the more people will quit or lie.
Keep it simple.
Here are some more great tips on improving the success of your signup forms.