Research suggests that reducing the number of fields in a sign-up form increases conversion. Additional fields can give you more insight into the types of clientele you are catering to and they can allow you customized sign-up flows with consent collection for marketing emails, but having too many extra questions on your waiver and sign-up form might keep people away from your facility. Consider the audience in each case and ask yourself questions like whether you’d rather have a larger pool of people in a certain group, or if you know a certain form targets individuals that are highly motivated to enter your facility.
You can make phone number and address required in the sign-up flow to improve your customer heat map, however we do not recommend this. Phone number in particular is a major cause of form drop-off according to some research.
Consider delaying collecting customer address and phone number until they have committed to becoming a member, or allow local pricing variations and require the information for validation of a discounted rate.
