You're a step ahead by understanding that a web site order form is not the time to frustrate your customer by asking for any more information than necessary. As long as you're creating online order forms, use that knowledge you gained by creating feedback forms. Collect the information you want at some other time than during the sale, though. You can offer a feedback form after the sale to collect demographic information and ask how your web site order form performed. You can set up a newsletter and ask for demographic information during the signup process. You can set up surveys with a chance to win prizes or give all survey takers a coupon they can enter into the web page order form to get a discount on their next order.
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