If someone walks up and offers you a $100 bill do you make them do a little jig and recite the ABCs in reverse before you take it?
Most likely, not. The idea of working in order to give is completely backward, but not entirely foreign. If you've ever given blood, you know what I mean. You go to the donation center, “read” through pages of information, answer at least 30 questions, get your finger pricked (just once if you’re lucky) only to finally part with a pint of blood.
Volunteer agencies—Red Cross especially—can get away with this; they’re saving lives. But business cannot. No matter how badly they want your product, customers aren't willing to work to give you their business, and they shouldn't have to; they’re paying you.
Nevertheless countless online businesses make it difficult for interested visitors to become customers. This is not, of course, their intention (we all want business) but either through lack of know-how or lack of time, many set up their sites in a way that makes it difficult for customers to convert.
Think for a second about your own conversion process. Imagine you’re a first time visitor to your site. You’re intrigued, you want more information and further contact; how easy is this to attain?
If you encounter any roadblocks in your imaginary journey, you need to reexamine your process for lead conversion. If you, as the person perhaps most familiar with your site, can’t fly through this process unimpeded, imagine the struggle for your visitors (and the potential losses to your business).
In evaluating your conversion process, check for the following: