No matter what the form is, it is important to be well designed, user friendly, and encourage the user to fill it out. But more often then not, abandonment starts before the form.
How did I get here? Was I expecting this form? Was I expecting it to look like this? Did I come prepared to fill it out? Was I already convinced to fill it out?
Our expectations are like a bowling ball rolling down a hill. Once we have expectations, it is hard to change them. Abandonment starts before the form, and so do conversions.
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