When to pop the registration question
I am working with a publishing client to build several
magazine-related websites for his advertisers. The
sites will take the form of online "expos." That is,
visitors will wander through an "exhibit hall" and see
the advertisers' booths. A click to enter a booth will
bring the visitor to a custom web page with photo,
sales copy, links to the advertiser's site, and other
features. We plan to register our visitors with a few
short questions so we can better qualify them as
serious shoppers (we're selling high-ticket products)
and also to compile an opt-in marketing list.
My question is: Is it better to try to capture the
names when they first enter our site, or should we let
them browse freely and only pop the registration form
when and if they first click on a booth? Our goal is to
do it at the point where people are most likely to fill
it out.
More generally, does anyone have any figures for the
percentage of people who back off from sites when they
encounter brief registration forms? And does anyone
have any advice on how to make such forms less onerous
to users?
Thanks,
Bob Rosen
President, KQ&R Advertising
President, Kalish, Quigley & Rosen Publisher's Reps
Principal, Alternative Media Networks
kqrbob_at_mindspring.com
Received on Wed Jan 26 2000 - 15:33:18 CST
