Today I was trolling around the website of a local goat farm for tour information. The price of the tours was hidden – one had to start the reservation process to learn the cost of the ticket. Grr… So I clicked “register” and was taken to a landing page that forced me to set up an account with my name, a password, address, phone number… Before finding out the price. And to add insult to injury, I then had to slog through a Captcha process to prove I was human.
If I wasn’t doing this as a favor for a friend’s daughter, I wouldn’t have done it at all.
Here’s the thing: the more information you ask for, the more hoops you demand prospects jump through, the more likely they’ll click away from your page. Often, we get so excited about collecting prospect information, that we forget that those prospects won’t convert to customers if we make the process too hard. For lead generation, the only information you really need to collect on a landing page is the prospect’s e-mail address. Maybe the name.
So make your landing page easy to love. Or just easy.