Re: ONLINE-ADS>> Eliciting Registration

Cliff Kurtzman (cliff_at_tenagra.com)
Wed, 4 Mar 1998 15:43:01 -0600 (CST)

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>Are there any interesting developments out there in eliciting "deep"
>visitor registration? My client is dead-set on using the market research
>potentials of the Web the deepen its customer database. Thus, I'm
>interested in hearing about any strategies designed to maximize personal
>user input. Where is the innovation in this area?

We've had great success by using a staged registration form for the Tenagra
company newsletter as well as other newsletters offerred on web sites we
have deployed for our clients.

People that go to our home page see a single field that offers them our
newsletter in return for entering their e-mail address. Once they enter
their e-mail address, they are greated by a second form that asks them for
additional information. If they don't enter the additional information
they will still get the newsletter, but typically 50% do fill out the
second form.

Once someone gets into the registration process they are likely to continue
it. But if you present them with a lot of blanks to fill out up front,
they may be intimidated by the process and never register at all.

--Cliff Kurtzman
President and CEO
The Tenagra Corporation
http://www.tenagra.com/
281/480-6300

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