Get real names, addresses and phone numbers, so you can match Web data to other databases.
Every question you ask cuts the response rate.
Ask just a few questions at a time to build a complete customer profile. Build a relationship, not just a registration list.
Provide a quid pro quo -- indicate clearly how the answers you get will benefit the people giving them.
Respect privacy. Don't share, or sell, data without telling customers up front.
Integrate your registration databases with other information -- both your own and commercial databases.
Don't respond to telephone queries via e-mail, or e-mail queries via the phone. Respect customers' contact preferences.
Use profiling to provide value. Give business customers a customized look at your Web, or give consumers recommendations that fit the preferences they've given you.