Respecting Privacy Pays (and more water quantum chemistry stuff)

Online analytics guru Neil Patel has an awesome statistic: the less private information that companies ask of their customers, the more likely people are to do business with them.

In a big way. Removing a single form field can boost sales and list signups 26%. Asking for 4 items of personal data (instead of 11) caused one company’s sales and list signups from that web page to jump 120%.

As his long and detailed infographic puts it, “stick to the most necessary information you require.”

Asking for age costs you 3% on the web. A telephone number or suggesting someone might get a call costs 5%. City and state cost 2%, while asking for the full address costs 4%.

No longer asking for “company name” earned Expedia an additional $12 million in profit.

And, in a nice note, it turns out that the text of the button at the end of the page really matters too. Instead of the vaguely totalitarian “Submit!”, a friendlier “Click here” is good for a 30% boost.

More water stuff, for the chemists:
If you want to duplicate the water memory effect in the lab and have access to a differential UV spectrophotometer, try putting a sample of very pure water right in front of a color TV tube for a few hours. (If none is available, a radioactive lantern mantle will achieve similar results, as might any other low intensity source of ionizing radiation)

Put an identical sample a few meters away. When the “exposure” is done, agitate both (separately) vigorously for 10 seconds. Drop them in the spectrophotometer and you should see an absorption of < -0.0287 at 240nm relative to the “placebo.”

The original paper from the Nobel prize winner, showing the electromagnetic storage of DNA information in water:

A theory on how this all works:

A more recent paper on the subject:

It turns out that devices taking advantage of this effect have been commercially available for years — even one that lets you store and transfer chemical signatures via computer (just $5000 USD!):

“Contact forms are something that we all have on our sites, but it is something we don’t give much time and attention to. I know I used to think very little of them until I boosted my conversion rate on by 26% just from removing 1 form field.

I know a 26% boost in conversions doesn’t seem too big, but it will impact the site’s revenue well into the 6 figures each year.

For that very reason, I thought it would be fun to create an infographic that not only explains how you can boost your conversions by modifying your form fields, but also shows you the results well known companies achieved through a/b testing their forms.”

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