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Whether you recognize the term or not – you have all seen it and many of you have created secure content. This term refers to putting something on your website or landing page that people want and asking them for information in exchange for that information.

In most cases, you ask people for their email address and allow them to go through the "door" of a hidden web page where they can download the information you offer. An alternative is that you send them the information once you have their email address.

The challenge with secure content is that you have to offer something that is of great value if you want people to exchange information about them in exchange. The question is how many fields should you require? Studies show that the more fields of information required, the fewer people there will be to complete the transaction. The best practice is to not use more than three fields if you want to increase the conversation rate.

Each field is another barrier that you ask the person to take down to access your content. You ask them to work harder and risk their anonymity in all areas. They assume, for example, that they include a phone number you are calling. They must decide if what you are offering is worth this intrusion.

It makes sense that you want to build a database of people who really have some interest in your business or your offers. And on the surface, it makes sense that you reduce the number of fields so that more people actually finish the task and get the item you are offering in exchange.

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But there is a strange inverse relationship in this kind of marketing. As the number of people filling out the form increases, the amount of information you have on them and the more you can say with confidence that they are a qualified advance is decreasing. Why? More obstacles to overcome means that you are in essence, testing the audience to see how much they want what you are offering.

Remember, the more you ask them in the form, the fewer completions you will get. But the less questions you ask, the less you know about your tracks.

So when you're thinking about creating secure content, the first question you have to ask yourself is, "Why are we doing this?" If you're looking for qualified leads, you need to use more fields. You will get a smaller group of people who will fill out the form and access your information, but you will know that they really want it. You will also have gathered enough information about them to get an idea of ​​their power.

On the other hand, if you are simply trying to build your database so that you can continue marketing to the public, then reduce the number of fields to increase participation. But you have to accept that many people, especially if you only need an email address and nothing more, do not really have any real interest in your product or service. service.

The length of your form not only reflects the value of what you are offering, but it also reflects the prospect's true interest. A shorter form will give you a larger database that you can market on the go. But there will be a lot of tire kickers on this list. A longer form that tells you more about the prospect and what interests him. Additional questions will reduce the size of the database but will increase the likelihood of a real potential sale among them.

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As always with marketing, start with why.