My best girlfriend, Brittany was searching online for an apartment in Salt Lake City last week. She told me about her frustrating experience with Rent.com. I want to share her experience with you, to show you what NOT do on your site. This is a perfect example of a reputable company, getting a boat load of qualified traffic, who may be losing out on a lot of leads because some visitors are hesitant to enter personal information, as the first thing they are asked to do when they arrive at Rent.com.
This is the homepage of rent.com. They are asking Brittany to enter her email address in order to see the listings. Brittany doesn’t want to signup for another junk mail source, as she’s already frustrated with the amount of junk mail she gets on a daily basis. She decided to enter her email address that she never uses in order to at least be able to browse the listings.
When she gets to the listings page, she chooses to get “More Info” on one of the properties and sees a pop up that makes her now enter a password for her account. She definitely didn’t want to create an account! She just wants to see the property, see if it meets her needs. Only at the point that she thinks you have a property that meets her needs, will she be ok to “create an account”- and even then, “creating an account” isn’t the language that would resonate with what she’s looking to accomplish. She was frustrated and felt that Rent.com was being sneaky and didn’t have her needs in mind throughout this process. She left.
In this previous post; 5 simple tips for lead-generation sites, one of the tips is to “Avoid Asking For The Lead Too Early”! I have worked with hundreds of clients in a large variety of industries over the last 5 years at FutureNow. Anytime a client asked for too much personal information on their website too quickly, and made the visitor click too many times in order to get the information they came searching for, we helped them increase their conversion rate by simply changing this portion of their website to be more customer focused.
Remember, it’s not about you or your sales process. Your visitors are volunteers in the process and are coming to your site with motivations and intent. In my girlfriend’s case, it was Rent.com’s lead to lose and they lost her. By the way, she rented an apartment through another website that didn’t ask her for any personal information until she had found the property that interested her.
Are you possibly losing leads for this reason? If you are guilty of asking for the lead too early, try testing a new approach to your signup process. Remember, sometimes it’s not about the number of email addresses you get, but it’s instead more important to focus on the “quality” of the leads that you get.