Posted by: Kelly Hall, Project Manager

It’s a topic that comes up again and again when I’m working with clients to strategize online lead generation programs. Registrants are savvier than ever before. They’re also inundated with more advertising offers than ever.

What does that mean for a program? When it comes to registration forms on microsites and landing pages, we should only ask for the information we really need. Sure, we want it all, but what information is actually passed to Sales and acted upon?

When you first meet someone in person, say at a networking event, do you immediately barrage him with questions concerning all of the details of his job? Hopefully not. Instead, you get his contact information so that you can continue the conversation – continue to build a relationship – over time. So what happens when you present a user with a lengthy registration form on your web page? Honestly, I think it can vary. There are a few different scenarios:

1) The user bails out prior to registration. You just lost the possibility of building a business relationship with a potential prospect.
2) The user gives inaccurate registration information. He may have downloaded your offer, but he has had a dissatisfying experience with your brand. And, you have no option for follow-up communication.
3) The user registers, and then opts out of your list after the fact. Again, you’re not properly engaging him.
4) The user registers, receives your offer and remains opted in for additional communication. Clearly this is the scenario we’re hoping for.

So, how do we…
1) get people to proceed with registration?
2) prompt registrants to provide accurate information?
3) decide when to present the more lengthy registration form?

Essentially, we as marketers need to ensure our registration forms match the value of our marketing offers. We need to re-think whether asking for detailed personal information to download a brochure is fair to the user, and whether it serves an important purpose in our marketing effort. Is a prospect who downloaded a brochure really a sales lead? Or is that prospect just presenting an opportunity to become a sales lead? Engage the user first, and as your relationship grows, request increasing amounts of personal information.

How do you decide what information to ask for in registration forms?