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Further down the "sales funnel"

by gpn2012
4 replies
I'm having a contractual disagreement with a partner that hinges on one key question. I'm hoping that people can offer some feedback. The more feedback the better.

The scenario: A website sells 1-year's access to its video lessons and practice questions (over 1000 videos). There are two ways that users can check out the company's offering.
1) They can register (by creating a username and giving their email address) to receive 1 week of free access to a limited number of videos.
2) They can download an app that features some free videos.

The question:
Which of the above 2 scenarios (registering for free account or downloading app) brings the user further down the sales funnel? In other words, which user is deemed closer to making a purchase?

Thanks in advance!

Cheers,
BH
#sales funnel
  • Profile picture of the author David Keith
    What do your numbers says...statistics don't lie...people do though...lol

    Honestly, these both seem like very parallel entry points. I would guess based on experience that the people who download the app will convert better "on their own" for lots for reasons including some socioeconomic reasons.

    But at the same time, I would think that a good followup system could convert more of the email signups into customers in the long run because you have more opportunity to proactively engage that group.
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    • Profile picture of the author gpn2012
      Thanks for the feedback, David. It sounds like you're 50-50 on the matter.
      Anyone else want to weigh in?

      BTW, we don't have any conversion numbers to compare.

      Cheers,
      BH
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  • Profile picture of the author chiefman
    Like David had mentioned, I would look into the numbers. You say you have no conversion numbers to compare... why not test them both out and see what happens -- always be split-testing.

    That said, for me it seems like people who download your content would be more "engaged" and likely to convert at a higher rate than people that sign up the regular way. But like David said, people who sign up the regular way could possibly generate longer-term revenue for you guys as you'll have them on your list to up-sell, cross-promote, etc.

    I always try and think of what would be the most engaging thing for the user. Definitely test EVERYTHING out and see what happens. Sometimes you'll be surprised. Example: I have a lead gen site that has 20+ fields on it. Most people would look at it and say, "that thing actually converts?"... well I've tested short forms, 2-page, 3-page forms and long form (20+ fields). Surprisingly, the long-form converted the best on both the front end and back end. Why? Well, I found that the user was more engaged in the process (a psychological thing) with the long form. So never stop testing my friend.
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  • Profile picture of the author David Keith
    I guess if I had to make a call, I would lean towards those who download the app as being further down the sales funnel. But that surely doesn't mean that this is a superior marketing method to the more traditional email signup.

    If I had to chose only 1 marketing method of the 2 I would certainly choose the email signup system because it offers a much wider audience and in my opinion greater long term potential prospect value....if done right.
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