When researching or shopping for building products online, we’re often faced with sign-up forms: Sign up to learn more, to access downloads, to create an account that will make your shopping experience easier.
Sometimes these forms are simple: they take seconds to complete because they’re short, clear and user-friendly.
Other times, they require information that we don’t know off the top of our heads, we’re not sure exactly what certain forms are asking for, or they’re just so long that we don’t have time to complete them.
This is when we revert back to the Google homepage and look elsewhere.
People don’t like parting with their personal information at the best of times, and if your forms ask for too much too early in the buyer’s journey, your website visitors are likely to find what they’re looking for on a different website.
This leaves you with limited leads, limited customers and essentially, limited sales.
But, with short forms, your conversion rates will soar.
Let’s think carefully about what information you really need from your website visitors when they first sign up for something on your building products website.