How often has this happened to you?
- I was interested in buying something (in this case, a gym membership).
- I went to the website to find out what it costs.
- I had to fill out a long form, with irrelevant questions (like my street address). And I was using my phone, so it was a pain.
- I get creeped out, because now I know that I’ll get an unwanted sales call.
- I gave up.
- Sale lost.
Lesson: Don’t let anything get in the way of a customer who is ready to buy.
Get rid of obstacles like complicated forms. Even better, just put the price on the site.