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Creating a custom form simply and easily allows you to gather the information you require rather than what the pre-determined form asks for. Apart from getting information you may not use, you also avoid upsetting would be respondents by asking for too much information. When requesting visitors to fill in a form you must be aware that they are likely to be put off if there are reams of questions. Stick to what is necessary, if you have their telephone number you can ring and ask if you need the fax number or address. Take the work of them let them fill in a minimal form that allows you to move this newly created relationship forward. Ask for too much and the relationship will not even start.
Having unlimited pages has many benefits. Firstly it avoids having pages that are too long and require excessive scrolling. Any information that is below the 'crease' in the page (i.e. needs scrolling to) runs the risk of not being seen. You are reliant upon the visitor making that positive action. Certainly if the main point is below the crease they may feel there is nothing at first glance to interest them and therefore click away. Where possible avoid scrolling altogether, at least ensure priority messages are above the crease. This can often be a financial restraint as web designers may charge by the page and as such longer pages save money. Save money they may do but make money they quite probably do not.
