Lead Generation With Website Registration, Learn From Gamers
September 5th, 2006, by Michael StelznerPosting a white paper on your website and requesting users register to gain access to your paper is a smart way to collect leads. However, much debate surrounds this strategy. Answering the question, “Should we require prospective customers to register for our white paper?” requires a bit of thought. The short answer is yes. The long answer is maybe.
The real question is why do you have a white paper in the first place? My guess is to generate interest in your product, solution or strategy, and ultimately produce a lead. If lead generation is your objective, it is important to take steps that convert interested parties into leads.
People opposed to registration claim it’s a barrier to accessing the white paper. However, when done properly, the registration form is a filter that sifts and qualifies leads.
The key is to give away enough content to entice someone to act to get your paper. When done correctly, people do not mind registering.
If you are simply posting the title of your white paper and then asking for registration, forgo the process. If you are providing a title and a paragraph abstract of the white paper, highly consider registration. If you actually format the first few pages in HTML, then most certainly ask for registration.
Let’s take a cue from the world of computer game developers. New games build interest by providing access to the first few levels of the game in a free demo. The goal is to hook users with a sample that entices them to act—namely purchase the game. Similarly, white papers that require registration should include the first few pages of content so readers can determine if it is worthwhile to fill out a form to receive the entire paper.
Providing the full text of the first page or two increases the lead quality by assuring those who register are truly interested in the offer. If readers are exposed to enough valuable and relevant content, they’ll be willing to trade personal information for access to the white paper. The result is a filter on leads. Those who are truly interested in your topic and have resonated with what they have read will be the ones providing lead information.
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September 6th, 2006 at 3:38 pm
Helpful comments!
I will keep this in mind for the day when I’ve got a white paper to post on my website. First, I’m going to offer a collection of tips to folks who sign up for my e-newsletter.
September 7th, 2006 at 6:58 am
Hi Susan - A white paper sign up form can also drive newsletter signups. All my best! - Mike
September 15th, 2006 at 12:24 pm
Very nice blog you have here. I’ve gone back and forth on this issue. I offer white papers, e-books and other content on my Website. However, I don’t ask for registration. I’ve often been frustrated when I want to get content and I have to provide an e-mail address to access it. I’ve used e-books for research and in many cases I’m unlikely to contact the company providing the resource anyway. I just want the information.
Here’s the rub though. In cases where I’ve downloaded very helpful information that I did not have to sign up to get I’ve used that information in reports, presentations and other places. In fact, I’ve quoted and cited other companies in reports that I’ve developed. They certainly appreciate the mention and it makes them look good.
So, I come down on the side of not requiring registration. Now, of course I ask people to provide me with their e-mail address and some people do. These are the folks who will be happy to get information from me in the future and that I can cultivate as a lead. I’d rather see my stuff out there and being referenced than to put it behind the registration firewall. I think registration has more drawbacks than benefits.
September 15th, 2006 at 1:53 pm
Hey Fard - My guess is that you would site a good paper, whether you had to register for it or not, right? The question for the sponsoring company is, “Why did they produce the white paper in the first place?” If the answer is to produce leads, then the reg. form is a no brainer if done correctly. - Mike
December 10th, 2007 at 3:37 pm
I think the bottom line is exactly this: the bottom line.
Does your cost per lead increase or decrease when requiring registration for a white paper?
Even more important than cost per lead, does the value of the new customer increase or decrease when requiring registration for a white paper? Meaning: suppose requiring registration decreases the number of leads you get, but each lead becomes a repeat customer that purchases your most expensive product or service. Would you rather have 10 customers that buy a $10,000 package, or 100 customers that buy a $1000 package. The answer depends on your business model, but I know I’d choose the former.
So really the only way to determine the answer to the white paper question is to test, measure results, decide what outcome you want, and go with the best test results.