Often times, when you add extra fields to your forms, you'll see a drop in conversion. But Will Laurenson has found that when visitors understand why you're asking for that additional information (and that it means they'll have a better experience), they're actually more than happy to give it to you. Here's how one pillow brand he works with gets a 12% signup rate without giving up the extra fields they need to create a personalized experience for their visitors.
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