This question is basically asking why don't we FORCE registration. The short answer is we have found a much better way: our SmartPath lead capture process!
Forced Registration vs. SmartPath
Here are the main takeaways after a deep dive into the actual data (over 4000 leads):
- Forced Registration (where you MAKE/FORCE a consumer provide their name, phone and email) converts at 10% on avg. where SmartPath converts at 21% overall.
- By not forcing consumers to give us a name phone and email, SmartPath actually produces 20% more of those types of leads (with name, phone, email) than if we forced it.
- Bottom-line: it makes no logical sense to force leads to provide name, phone and email because you will actually get less of that type of lead by doing so. Plus you miss the opportunity to get additional email leads that you can still market to. And you also miss out on the enhanced lead information that SmartPath produces.
100 site visitors
Forced Registration (12% Conversion)
Total = 12
Leads with name, phone, email = 12
Email Only Leads = 0
Enhanced Leads = 0
SmartPath Registration (21% Conversion)
Total = 21
Leads with name, phone, email = 15
Email Only Leads = 6
Enhanced Leads = 6 (included in Leads with name, phone and email count above - these just have additional information)