How Much Is Too Much?

I’ve said it before and I’ll say it again: The more information you request at newsletter signup, the fewer people who will follow through and subscribe.

Unfortunately, it turns out that I’m wrong.

For the past 30 days, and using a service called Leadpages (affiliate link), I’ve been experimenting with two nearly identical versions of my newsletter sign up box.

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One (Original), asks only for email address (you can see it here).

The other (Variation 1), asks for email address, first name and last name (see it here). It also asks: “How did you learn of this newsletter?”

You can see the results, side by side, below:

Nearly identical.

Frankly, I’m pleasantly surprised to see these results. I like asking for a name because it makes it easier to understand tracking reports at a glance (without a name, I need to try and decipher email addresses).

And I like asking “How did you learn of this newsletter?”, because it gives me a sense of which people, web sites and miscellaneous sources are sending prospective subscribers my way (short answer: it’s a little bit of everything with the occasional big hit).

Note, by the way, that regardless of which approach I use, only the email address is required; subscribers are free to not fill in the other boxes. I’m confident that if I required more information, there would definitely be a drop off in sign ups.

Of course, I’ve been wrong before.


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