Is Free Content More Valuable If You Have to Register to Access It?

Dan C. Rinnert · 10-01-2009, 02:53 PM

The common notion is that free things don't have as high a perceived value as something that is paid for.

You might have two eBooks (or special reports, white papers, courses, whatever-you-want-to-call-them-but-they're-still-eBooks-so-who-are-we-really-fooling-here) that have the same type of content, the same information, the same amount of content, etc.

One is given away for free and the other is $17.

The $17 one will appear to have more value, generally speaking, right?

And, if the two eBooks are priced as $17 and $37, the more expensive one will have the higher perceived value too, right?

But, what if the free eBook requires registration? You can pay $17 for one eBook or get the other for free, but you have to give up your name and contact information to get it.

All things being equal, which would have the higher perceived value? The "free" eBook or the $17 eBook? Is your contact information worth more than $17? More than $37?

Granted, some people may use a disposable eMail address and dummy contact information, but I would imagine that, outside IM niches, those people are going to be smaller in number.

So, will free content with registration (which could be viewed as a cost) be perceived as being more valuable than free content that's just there out in the open, ready to be instantly viewed on a website or downloaded?

rpewitt · 10-01-2009, 03:20 PM

You will have to give some information with the $17.00 to wont you or how will they get paid

Zeus66 · 10-01-2009, 03:24 PM

We have to remember what it was like before we became IM'ers. The vast majority of the gen pub is going to look at what you're talking about as a big part of the perceived value. Higher price = better. Free without strings = less value vs. "paid" for by giving up contact info.

The audience matters, so if your offer is to people who hang out here and places like this, the rules do change. If it's a niche that's less marketing savvy, you're on the right track.

John

Alexa Smith · 10-01-2009, 03:25 PM

Quote:

Originally Posted by Dan C. Rinnert

But, what if the free eBook requires registration? You can pay $17 for one eBook or get the other for free, but you have to give up your name and contact information to get it.

All things being equal, which would have the higher perceived value? The "free" eBook or the $17 eBook? Is your contact information worth more than $17? More than $37?

Granted, some people may use a disposable eMail address and dummy contact information, but I would imagine that, outside IM niches, those people are going to be smaller in number.

Very interesting question, Dan. You've got me thinking now. Instinctively, I wouldn't be astonished if the "free" one is actually perceived as more valuable. By some. Curious.

Dan C. Rinnert · 10-02-2009, 12:22 PM

Quote:

Originally Posted by Alexa Smith

Very interesting question, Dan. You've got me thinking now. Instinctively, I wouldn't be astonished if the "free" one is actually perceived as more valuable. By some. Curious.

I wonder if you could up the ante by asking people to apply for the "free" content. Instead of getting instant access by registering, you have to wait to be approved.

I think that would tend to add exclusivity, perhaps even more so than price. It's like, here is content that not everybody can access. You can't even buy it. You have to apply and be approved in order to get in.

LMC · 10-02-2009, 12:43 PM

Dan,

I experimented with the Qualify for Free Content idea and my conversions had a nice pick up from my last campaign.

Basically I adjusted the Confirmation Email to say...

Congratulations you have been accepted... and with that email I had a one time offer.

I think opening the email with the happy thoughts and reading that congratulations put my readers in a better buying attitude.

I tested it with 500 sign ups, with a OTO conversion of 11%, comparable to the previous 3% with just a confirmation link and then another email with the OTO.

la dominatrix · 10-02-2009, 12:47 PM

Just a thought but to some people the free one may have a greater value under certain circumstances and that may be they do not want to opt in and register. I think tha answer is too test i nyour niche
La dominatrix

10-01-2009, 02:53 PM	#1
Dan C. Rinnert I have a lame list. War Room Member Join Date: Jul 2008 Location: One Second into the Future Posts: 4,256 Blog Entries: 1 Thanks: 811 Thanked 2,180 Times in 1,004 Posts Social Networking	Is Free Content More Valuable If You Have to Register to Access It? The common notion is that free things don't have as high a perceived value as something that is paid for. You might have two eBooks (or special reports, white papers, courses, whatever-you-want-to-call-them-but-they're-still-eBooks-so-who-are-we-really-fooling-here) that have the same type of content, the same information, the same amount of content, etc. One is given away for free and the other is $17. The $17 one will appear to have more value, generally speaking, right? And, if the two eBooks are priced as $17 and $37, the more expensive one will have the higher perceived value too, right? But, what if the free eBook requires registration? You can pay $17 for one eBook or get the other for free, but you have to give up your name and contact information to get it. All things being equal, which would have the higher perceived value? The "free" eBook or the $17 eBook? Is your contact information worth more than $17? More than $37? Granted, some people may use a disposable eMail address and dummy contact information, but I would imagine that, outside IM niches, those people are going to be smaller in number. So, will free content with registration (which could be viewed as a cost) be perceived as being more valuable than free content that's just there out in the open, ready to be instantly viewed on a website or downloaded?
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10-01-2009, 03:20 PM	#2
rpewitt Warrior Member Join Date: Oct 2009 Location: butte, montana Posts: 3 Thanks: 0 Thanked 0 Times in 0 Posts Social Networking Contact Info	Re: Is Free Content More Valuable If You Have to Register to Access It? You will have to give some information with the $17.00 to wont you or how will they get paid
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10-01-2009, 03:24 PM	#3
Zeus66 John Schwartz War Room Member Join Date: Jul 2008 Location: Near Dallas, TX, USA Posts: 3,691 Thanks: 1,620 Thanked 3,245 Times in 1,140 Posts Social Networking	Re: Is Free Content More Valuable If You Have to Register to Access It? We have to remember what it was like before we became IM'ers. The vast majority of the gen pub is going to look at what you're talking about as a big part of the perceived value. Higher price = better. Free without strings = less value vs. "paid" for by giving up contact info. The audience matters, so if your offer is to people who hang out here and places like this, the rules do change. If it's a niche that's less marketing savvy, you're on the right track. John
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10-02-2009, 12:43 PM	#6
LMC 520+ sites and counting War Room Member Join Date: Apr 2009 Location: Brooklyn, New York Posts: 1,550 Blog Entries: 16 Thanks: 312 Thanked 1,318 Times in 303 Posts Contact Info	Re: Is Free Content More Valuable If You Have to Register to Access It? Dan, I experimented with the Qualify for Free Content idea and my conversions had a nice pick up from my last campaign. Basically I adjusted the Confirmation Email to say... Congratulations you have been accepted... and with that email I had a one time offer. I think opening the email with the happy thoughts and reading that congratulations put my readers in a better buying attitude. I tested it with 500 sign ups, with a OTO conversion of 11%, comparable to the previous 3% with just a confirmation link and then another email with the OTO.
	NYC is my home.

10-02-2009, 12:47 PM	#7
la dominatrix Advanced Warrior War Room Member Join Date: May 2008 Location: Malaga Spain. Posts: 507 Blog Entries: 1 Thanks: 108 Thanked 86 Times in 70 Posts Social Networking Contact Info	Re: Is Free Content More Valuable If You Have to Register to Access It? Just a thought but to some people the free one may have a greater value under certain circumstances and that may be they do not want to opt in and register. I think tha answer is too test i nyour niche La dominatrix
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