I cringe when I visit a website where it wants me to give my whole life story before I can buy or register for a free newsletter. From my point of view, the whole value proposition is wrong, I’m giving a whole lot more value than I’m receiving. So, from this perspective, there’s no way I’m going to buy or register.

Just so you know, I have another pet nark as well. I hate having to register on a site before I can buy. In fact, I hate it that much, I won’t buy. Why should I have to register in order to buy? The chances are, my purchase is going to be a one-off, and I’m probably never going to go back to that site again. Just give me the ability to get what I want and leave!

Okay, you might want to provide me the option, but it should be my option and not something compulsory. I want to be in control.

The real secret to getting people to fill in forms and register on your site is for the information you’re asking to be proportionate to what you’re giving - there has to be a fair exchange from the perspective of your visitor - not you. So just ask for what’s necessary, and remember your form shouldn’t be like the Spanish Inquisition.

For every field on your form, there’s a question in the mind of the visitor, “why do they want to know that?” If that piece of information is required, or compulsory, they will either walk away or just fill it in with bogus information. Either way, you’re the loser.

Many website owners forget that getting a visitor to fill in a form (and giving personal details) is just the start of the relationship. The relationship is something that could continue over a number of years, so just get what’s necessary now. Don’t be too intrusive. You’re building a relationship, you can get more information (intimate!) over time.

Finding out about people is about establishing a relationship. But right at the start the interest is there, but not the trust. Just think about how you create friendships in your life? You give little by little.

Your website visitor has been around the blocks and will probably have been stung a few times before by giving too much information (just like in real life). So take it for granted that no one will give you an iota of information about themselves unless they’re sure you’re credible and can be trusted.