You always need a reason for collecting data
When you ask for data from someone (member, customer, prospect, etc.) there has to be a clear reason the person you're asking will provide that data. (The reason needs to be clear to the consumer!)
If you're selling a membership or event registration, asking for contact info, including email address, seems pretty self-explanatory. After all, as the consumer, I understand you need that information in order to communicate with me.
But when you start asking lots of other questions, like my age, or ethnicity, or highest level of work experience, as the consumer I start wondering "What are you going to do with this data?" And the more the consumer starts wondering what you're asking, the less likely you are to get a response. Or put another way, asking for more data is likely to lower your response rates (i.e., fewer buyers).
So it is incumbent upon us to always explain why data is being collected if it isn't absolutely clear. Otherwise the consumer will vote with her feet.
Wes's Wednesday Wisdom Archives
Cheaper now; costlier later.
Cheaper now; costlier later. Most of my clients are very cost-conscious, understandably. After all, who […]
The unified shopping cart: Dreams vs. reality
The unified shopping cart: Dreams vs. reality One of the more common requests I hear […]
Don’t forget to celebrate!
Don’t forget to celebrate! Truth be told, I’m not a big celebrator. (Maybe it’s because […]
Three thoughts on duplicate records
Three thoughts on duplicate records Duplicate records are a reality in any database of any size, […]
Please don’t do this…
Please don’t do this… I’ve noticed a trend among online retailers that I want to […]
AI is perpetually patient
AI is perpetually patient My friend and colleague Noel Shatananda of fusionSpan was providing me some […]
User adoption is (almost) all that matters…
User adoption is (almost) all that matters… I was speaking with an association recently about their […]
When “overcommunicating” becomes overwhelming
When “overcommunicating” becomes overwhelming There is a common belief in project management and general business management that overcommunicating […]
Communicating when there is a major technology change
Communicating when there is a major technology change For those of you who are ASAE […]
Everything works, until it doesn’t.
Everything works, until it doesn’t. “If something cannot go on forever, it will stop.” – […]