You’ve put a lot of effort into your website. It’s intentionally laid out to help every newcomer get to know your organization, your pricing, and how you can help improve their lives. It gets them excited to get to know you better, and they are eager to sign up for your newsletter, demo, or ebook — whatever carrot you are using to motivate them.
But when they hit that signup button, their next stop along that all-important journey is having 15 different form fields to fill in. You are asking for not only their name, email address, and password but also their zip code, favorite flavor of ice cream, and the blood of their first born.
At least to them, that’s how it feels.
When your goal is capturing user data to create a usable marketing profile, it might be tempting to ask for as much information as you can right off the bat. On one hand, you need the right information to help you create a customized prospect journey.
But on the other hand, you could risk turning users off from giving you any information at all by asking them to spend too much time filling out a form.
It’s a delicate balance. Fortunately, this balance can be achieved through progressive profiling.