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Registration Considered Harmful

August 17, 2011 14:24:08.124

Marketing departments spend a lot of time telling you how they need registration screens "for leads" (believe me - a lot of the arguments I had at Cincom centered around that topic). Meanwhile, out in the real world, here's what actually happens:

That's not a rhetorical question -- the answer is 45% of you will just bail out on the purchase, rather than give them an email address, wait for confirmation, click on the confirmation email, etc. When one "unnamed company" decided to finally get rid of that annoying piece of s*** and just let customers shop in peace, they found an extra $300,000,000 in sales by the end of the year. In the first month alone, they generated an additional $15,000,000.

But trust your marketing department - those "leads" are "priceless".

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posted by James Robertson

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