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Asking for personal info early 'can damage conversion chance'
03/02/2010
Does your website ask for people's personal information? When it does could have a huge impact on conversion rates, according to an analyst.
E-marketers looking to improve conversion rates should avoid asking their users for personal information too early, according to an expert.
Senior persuasion analyst Melissa Burdon, writing for the Grok Blog, suggests that users are reluctant to enter personal details like e-mail addresses at the early stages of any sales process.
Ms Burdon sites the example of Rent.com. The website asks visitors for their email address before they are free to explore the list of properties which are currently available.
Rent.com, she notes, also prompts users to setup an account to view detailed information about particular properties - a prospect which, according to Ms Burdon, could cost a website conversions.
She suggests that e-marketers "guilty of asking for the lead too early [should] try testing a new approach".
Qam Yaqoob, senior conversion analyst at Push, added that: "The key to getting the optimum time to request personal information in the conversion process is to test different approaches".
Recent findings from the Centre for Retail Research show that Brits spend more money online than any of their European rivals - indicating notable opportunities for e-marketers in the UK.
Senior persuasion analyst Melissa Burdon, writing for the Grok Blog, suggests that users are reluctant to enter personal details like e-mail addresses at the early stages of any sales process.
Ms Burdon sites the example of Rent.com. The website asks visitors for their email address before they are free to explore the list of properties which are currently available.
Rent.com, she notes, also prompts users to setup an account to view detailed information about particular properties - a prospect which, according to Ms Burdon, could cost a website conversions.
She suggests that e-marketers "guilty of asking for the lead too early [should] try testing a new approach".
Qam Yaqoob, senior conversion analyst at Push, added that: "The key to getting the optimum time to request personal information in the conversion process is to test different approaches".
Recent findings from the Centre for Retail Research show that Brits spend more money online than any of their European rivals - indicating notable opportunities for e-marketers in the UK.