Patricia Hursh wrote a good blog entry at SearchEngineLand.com about online registrations and downloadable asssets. Online efforts are designed to generate leads and a good way to generate those leads is to give an incentive to people to enter their contact information. Most of the time, the incentive will be a downloadable eBook, or white paper, or report; call it whatever you want.
Patricia presents 3 proven method to increase registrations:
- bundle information – you may want to mix what you’re offering. It can be a white paper plus the recording of a webinar. Or a report with a podcast. By doing so, you create a much higher perceived value.
- offer multiple media formats – you want to leave people the choice to either read, watch, or listen. Various formats can be, video clip, podcast, webcast, product demo or a simple text document.
- test names and descriptions – you can improve response rate by testing names and descriptions. By doing so, you might find out that “product demo” generates much more registrations than “virtual tour”