OK, this is conversion 101 stuff, but it’s still too common a mistake on websites.
When you’re asking customers for information, only ask for what you absolutely must have. Especially if you’ve just met. (Lead generation sites are usually prone to asking for too much information.)
Do you have to ask for a phone number? Why not let the visitor tell you their preferred method for contact? Give them the option of receiving a reply by phone or email.
The same rules apply when asking for a “friend’s” information as well. If you have some sort of “email a friend” option, do you clearly spell out what you will do with that friend’s information?
I had a friend–yes, I did have a friend, once –who was very proud of her email. She’d kept it “clean.” Hadn’t made it onto any lists. Then a friend of hers (not me, thank goodness) signed her up to receive a special promotion. Well, not long after, her pristine email was infected. She started receiving lots of unwanted email solicitations. She did not have a good reaction to this.
It’s basic, but important: ask for minimal information. And tell them what you’re going to do with that information.
Click to read more about customer information forms.