There we were — looking at the form and thinking, “Ugh, it’s terrible.” The lead form was 22 questions long. Far from the simple name + email forms you see elsewhere on the interwebs. That was before the drip — the additional 6 questions we wanted them to provide after the information they provided on the first form.

I wouldn’t fill that out, I said aloud. What do the numbers look like?

The data wasn’t reassuring. Only 20% of people were completing the form. Four out of every five people who saw it decided they had better things to do. I couldn’t blame them.Read More »