Question

Topic: E-Marketing

Does Requiring Log In Hinder Site Use?

Posted bymthompsonon8/7/2008 at 5:47 PM ET 125 Points
我们有一个免费网站,非常受欢迎。Thousands of loyal users/month. The site really doesn't have many competitors. In comparison it's more comprehensive, the content is fresh and it's free. It's been live for less than a year.

We'd like to capture the e-mails of those who use the site. We're considering making all but the first page accessible only with a log in. The subscription and subsequent log in would be free.

Any data or anecdotes on what adding registration/sign in may do, positive or negative, would be much appreciated!
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RESPONSES

  • Posted byCarolBlahaon8/7/2008 at 5:51 PM Member
    Instead of requiring log in (why tamper with success) how about asking them to sign in for a oontest, or ezine?
  • Posted bySteveByrneMarketingon8/7/2008 at 6:02 PM Member
    要求用户名和电子邮件通常是一个ccepted as reasonable for users expecting to gain access to valuable info. I would probably give them more than just the first page. Better to give them access to top category pages and then ask for the login info when they have something specific to gain.

    hope this helps
  • Posted byTraceyon8/7/2008 at 7:02 PM Accepted
    Asking for a registration is acceptable, but it definitely does hinder use significantly -- there was a study about that last month. I think it was in Direct magazine, or perhaps from a SmartBrief newsletter (smartbrief.com).

    You could do a couple different things. You could:
    1 - Run a test. Try a couple weeks with registration required, and a couple weeks without. See what happens.

    2- Don't require registration, but ask the user to sign up for a free newsletter... so at least you get some/most of them. And as Carol said you could run contests, surveys, etc.

    If you run a test, don't forget to run some analytics on the website to see if people are exiting before they get to your articles, ie, where they are dropping off the site.
  • Posted byNeilon8/7/2008 at 7:05 PM Member
    Having had experience with a business publication, a sort of side project, we found that requiring login did hinder things. People do not like things that get in their way and do not like giving info unless they get something of real value in return.

    The question is why do you want their info? Are you now generating income through advertisements on the site?

    Perhaps, as someone suggested above, have an email newsletter registration but don't make it a requirement to login to use the site. That is, unless your content is so good that people are willing to give their info for it. Some will but enough for your business model?
  • Posted on8/8/2008 at 10:13 AM Member
    Requiring registration will cut down on visits and clicks, particularly if the information was previously "open". If you need to collect information (for advertisers, or to build a list), offer something of value in return, such as a newsletter or an information kit.
  • Posted byLevonon8/8/2008 at 10:53 AM Member
    Just requiring email and password is the most non-intrusive process. Captchas are annoying and time consuming, but sometimes necessary until a better process is created.
  • Posted bymthompsonon8/8/2008 at 1:10 PM Author
    Thanks so much for your counsel! I especially appreciate the tip on testing.
  • Posted byNeilon8/8/2008 at 7:51 PM Member
    You should, if you do not already, consider using Google Analytics.

    It can help you with the testing.
  • Posted on8/9/2008 at 10:06 AM Accepted
    Your usage will probably decline by 50-80% if you require a log in on the home page. Also, if your log in blocks search engines from finding your pages, it will also decrease your traffic from SEO.

    I would not add a log in, but capture emails for a newsletter, blog subscription, premium content, or something like that.

    Having free content available is what drives a business. Totally cutting it off is a mistake.
  • Posted byNeilon8/11/2008 at 12:25 AM Member
    You can also do what some publications do (e.g., The Economist Magaizine), and make some content free while "premium" content requires registration.

    I think the idea here is people get a taste for what you have and see how good it is and then you end up paying. That is how it worked for me and The Economist. It is a great magazine and it drove me nuts I could not get to some of their articles so I paid!
  • Posted byCarolBlahaon8/11/2008 at 9:30 AM Member
    I dont' think the poster wants to change any part of his site from free to premium-- he just wants to capture the email addresses.
  • Posted bymthompsonon8/11/2008 at 10:18 AM Author
    Thanks for the info and good ideas!
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