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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Asking for Too Much Information

Why should I give you all this information?

In real life, we are careful to follow social rules and norms and to not act inappropriately. We give people their “space” and a high degree of privacy. In business transactions we also have a certain etiquette.

Online, however, we marketers often become greedy—possibly because of the anonymity of the Web. We start asking for information simply because it might be useful to us in the future, without considering the negative impact on conversion rates. For example, imagine walking into brick-and-mortar store and being greeted by a brusque clerk at the door who asks you if they may “hold onto your credit card while you browse the store.” Such a request would most probably ...

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