I noticed this ad this morning on Facebook giving me a ’subscription required’ warning. Wow, an ad letting me know what’s coming up. A lot of web apps won’t do that. Because you know it’s a trade off. Every little thing you add in up front can reduce your click through rate.
Subscription Required - reduced rated.
Put in your credit card details but you can unsubscribe later - reduced rate.
You have to invite your friends - reduced rate.
Upload an avatar - reduced rate.
Each of these adds a bit of friction to the successful ‘joining’ of a new user. Frictions not bad, you just need to make sure that it’s worthwhile. And that takes experimentation. Think about it, test it, think about it, test it.
Warnings about subscription required means that you’ll only get people who really want to come through. It’s a qualification process. Normally I think that’s good, but for an IQ quiz, when there are lots of free, no sign up quizzes around, I think is not worth it.
Popularity: 9% [?]
1 response so far ↓
1 Ross Hill // Feb 23, 2008 at 11:21 pm
I’ve seen that campaign around a lot of sites so I’m sure they have split tested it - I bet having that little note increases their conversation rate once people reach the site, and if they are buying PPC that’s a good thing.
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