"For every additional must-fill field, you will lose 8% of your registrants"

In this special collaboration episode between Do This, NOT That and The Marketing Millennials, Jay Schwedelson and Daniel Murray deliver a focused, practical breakdown of the five biggest mistakes killing conversion on landing pages—and what to do instead. The conversation is framed around a simple premise: if someone clicked through to your offer page, they were interested. Something on that page is turning them off. The fix is usually not a bigger campaign budget but a handful of specific, psychology-backed changes.

The field count trap

The most immediate conversion killer is asking for too much information. Jay cites a specific, data-backed rule: for every additional must-fill field on a landing page or offer form, you lose 8% of registrants. The implication is straightforward—if you have ten fields and you only need five, you are voluntarily destroying nearly half your response rate. The hosts stress that this applies regardless of whether you are selling to businesses or consumers. Collect only what you genuinely need. Every extra field is a friction point that gives the visitor a reason to abandon the page.

Social proof that actually works