Why it works
Every extra field is another reason to close the tab.
A form asking six things is judged whole, before anyone types anything.
Asking for the address first turns the rest into a conversation you are already having.
- Use it when
- Your form asks for more than an address, and you cannot justify each field.
- Skip it when
- You genuinely cannot act on a lead without the extra fields. Then ask, and say why.
- What to watch
- Subscribers per thousand sessions, against the share of records that stay incomplete.
- What it costs you
- You hold less about each person at the start, so early sends are less specific.
Put your own numbers in
There is no figure here for what this does. Nobody knows what it does on your list.
List Growth ROI Calculator