At the outset, your form may seem quick and easy. Everyone should know the answers to easy questions like name, email address, and birthdate. Furthermore, these are questions that everyone asks online. People should expect to answer these questions.
Yes, we know the answers. Yes, we’ve given this information up before. But, don’t call it quick and easy. It takes effort to decide if you’re trustworthy. It takes effort to decide if you’re safe. And it takes more effort than watching TV.
So, we just say, “It’s easy.” Sometimes it works. In my Marketing Land column To Buy Or Not To Buy: When “Quick And Simple” Is Just A Lie, I propose that you will enjoy more success if you take the time to build value in your offering, rather than assuming your visitors are lazy and can’t be bothered to work for or spend on something valuable.
Quick And Simple Is Not A Metric. It Is A Perception.
Too often “Quick and Simple” is a lie.
Quick And Simple Is Not A Metric. It Is A Perception. I offer the following flowchart in the article:
Mobile experiences are getting more and more sophisticated, which means we are doing less and less work. You’re definition of “easy” is getting eroded. I recommend you build value.
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