Wahoo! The last chapter.
Chapter 12 is about making good decisions. They talk a lot about guidelines for asking for information on a website. The author gives three guidelines: only make the user provide what you need to complete the transaction, don't ask for a lot of optional information and who the user the value they'll receive in exhange for the information. The author also discussed "sizzle" and basically said to keep it to a minimum because it is counterproductive. Most people on the web don't want to be engaged, they're just there to get something done and sizzle just gets in their way.
Even with all this advice, you should never say never. Certainly any good design can work in some circumstance, but don't use them unless a) you know what you're doing, b) you have a good reason and c) you'll test it to make sure you did it right.
OMG, the same thing by the same guy:
http://roachpost.com/2010/03/06/steve-krug-adding-sizzle-to-your-web-site/
Beacon Tech wants you to add sizzle:
http://blog.beacontechnologies.com/top-10-ways-beacon-can-add-sizzle-to-your-website/
How to design the perfect form:
http://webdesigntuts.com/web-design/how-to-design-the-perfect-form/
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