Related to the perceived friction is the incentive you are providing to people who complete your forms. The goal here is to balance the size of the prize (your incentive) with the friction. The key to incentives is to use great content, as we’ll see below.
Incentives
There are many incentives for a user to give up their personal information. Examples include:
- Ebook
- Whitepaper
- Webinar registration
- Newsletter registration
- Consultation for professional services
- Discount coupon/voucher
- Contest entry
- A free trial
- A physical gift (via direct mail)
- Notification of a future product launch
To align with the concept of balancing incentive with friction, remember to ask for appropriate types of information based on your marketing goals after the conversion. For instance, if you will be sending an automated newsletter to registrants, email or email/name are all that’s needed. Whereas if you have a product/service that requires a follow-up sales call, you would want more information to qualify the level of interest.
Make your lead gen incentives relevant to your audience and make them correlate with the level of friction involved to obtain the incentive.
Alternative Social Currency
You don’t always have to ask for an email address to give away your content. In fact, some people will actively avoid disclosing their email, due to fear of being spammed. With this in mind, you can use a service such as PayWithATweet.com, which allows a visitor to pay for your content with a Twitter or Facebook share. Take a look at the example below, in this ebook download examplevisitors are given the choice to provide an email or share a tweet in exchange for the ebook.
It may seem like you’re giving up email submissions, but the payoff in campaign momentum can far outweigh the sacrifice. By having people share via social networks, you produce a feedback loop that brings others to your page, giving you a steady stream of traffic even after your initial campaign launch.
Using a variety of virtual currencies can increase your conversion opportunities by giving people more choice.
Size of the Prize
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