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
Well first, not everyone wants an app. If that was the only way you were delivering you would lose many potential customers right there. Since both are limited in the number of videos that you are showing I think they are both at the same point in the sales funnel.
Definitely the first one. the reason is, they've already begun to get invested in it, and committed to it by registering
How about requiring registration to either download the app or view the demo online? That way, you get a registration commitment and the end user can choose whichever method they like best when they make a purchase decision.
Applications are often downloaded and forgotten, not to mention the fact that many visitors are not using their own computers. There would be potential in mobile applications (i.e., the user would be downloading it directly to his mobile device), but in general I would definitely say the first method is ideal.
I think option 1 is your best bet because you can continue to promote your services if they don't subscribe after the initial trial period.