The last thing to consider for this unit is how you ask. How you ask is as important as what you ask. What this means is that you what to be very considerate to the following key elements:
So let’s break these down 1-by-1. The first question is pretty straight forward, “Is the information I’m asking for needed?” – meaning will this information help propel some sort of action or messaging on your part. If not, who cares? Why even ask? For every question you ask on a form or opt-in tool will result in less & less submissions – so if it isn’t critical – don’t ask.
Second – Is the information I’m asking for something people feel comfortable sharing? – This one still gets me. I am constantly quizzed on various download or white papers for 8 – 9 details about either myself, my business, my income, the name of my dog etc. Half of them I just select the first drop-down because it’s easy and quick, so not only are you annoying me with these questions, but you are getting false information at the same time – which helps no one – so only ask for what is truly essential.
Third – is the information I’m asking for easy and quick to submit? I’d make a water that this is the most important of all the questions but truthfully they are all important. When you’re building out a form you want it to be quick, engaging and easy to submit across all devices & platforms. Typeform does a great job of this and has a lot of unique attributes that can truly drive a personalized experience when it comes to forms & data. Finally – using tools like “autofill” for address or personal information (Facebook does a great job with this) so they just need to “tap a button” to submit your form can reduce the barrier to entry immensely, driving conversions way up.
Finally – what does the person giving me the information get in return? It doesn’t always have to be an immediate return on investment for them – but it certainly does help most of the time. At the very least they should be thanked or shown some sort of token of appreciation for engaging with your business – one way or another.