You want my name and e-mail address? What’s it going to take?

So, part of your marketing strategy is to capture contact information off your website.   You might offer a free webinar or white paper.  But what will be enticing enough for your visitors to cough up their info?  And actually give you real data?

MarketingSherpa
and KnowledgeStorm did a survey to ask just those sorts of questions.  Here are some interesting stats from their research summary. You’ll be able to view all the results on KnowledgeStorm’s website in a few weeks.

What will prompt someone to register?

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The golden oldie — the white paper still reigns supreme.  But case studies are close behind. Vendors are clearly more tolerant (which makes sense) than users.  But even product literature is at a respectable 45%.


Will I go by Drew McLellan or Derek Monohan?

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This is the chart that fascinated me.  I’m a little embarrassed to admit this, but it has never even occurred to me to put false information into the form.  I am sure it speaks to my own  foolishness or something.  Makes you want to come try to sell me something doesn’t it?  But, it’s fascinating to study what people guard and what they’re pretty free with.  Why would someone lie more often about their title than their name?  And who cares what industry you’re in?

This chart reminded me of a very insightful post that Matt Dickman wrote in March about the impact of trying to collect too much data too fast

What do you think?  If you had to give your website a letter grade today — how are you doing on this stuff?  Are you offering the right mix of enticements?  Are you asking for too much or too  little information?

What could you do differently that would improve your results?

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8 comments on “You want my name and e-mail address? What’s it going to take?

  1. Art Dinkin says:

    This is really interesting. I am with you. I would never have thought about lying. Great… another black or white decision which has turned into shades of gray!

  2. When I read this study, I found it interesting. I think it’s getting easier to submit fake info using tools like the Fake Name Generator.

    The offer has to be very compelling to get my real info. 😉

  3. Cam Beck says:

    http://www.bugmenot.com/

    That’s one of the sites I use to protect my personal information.

    As a company, a good rule of thumb is to never ask for more information than you absolutely need. If you’re not providing any value that requires the information you want, then rethink your model.

    “Because I want it” isn’t a compelling reason. While you may get some information, there’s a good chance you won’t get the right information (as you showed here), so the data you receive will be functionally useless to you.

    I agree with you about Matt’s article. Great read.

  4. Art,

    I think this means you and I are rubes. 🙂

    Drew

  5. Tony,

    What does this say about you…that you know about tools like Fake Name Generator?? You’re more of a shady character than I thought!

    So when you give false info, does that mean you don’t get the download link or whatever it is?

    Drew <--- checking to see if I still have my wallet

  6. Cam,

    I agree. I think many companies and web designers just use a standard template and never even think about what they are asking for. Get what you need. And offer something of value first.

    Sounds like good counsel.

    Drew

  7. Hey Drew, not shady, just highly protective of my real info 😉

    If I find something to be of value, I’ll gladly give up my info. Especially if they make it simple. I’m looking to become a customer, member, participant, etc.

    If I have to fill out a bunch of stuff, just to see if what’s being offed *might* be of interest, no dice. You get Lester J. Davidson of Baton Rouge, LA, and a Mailinator.com email address.

    Which I guess is perfect case study proving Matt’s post. 🙂

    (And like Cam, I’m a big fan of BugMeNot.)

  8. Tony (or should I say Lester?)

    I’m with you in terms of gladly offering up my real info if it is something that I want/need. It just had never occured to me to create an alter ego.

    But I like the idea. Now…to find the perfect name…

    Drew

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