did the page actually improve readership and lead generation?
According to MarketingSherpa, click-through rates on the registration form increased 15.38% when prospects were told registration was optional. In addition 16% of people visiting the page provided contact information over the course of six weeks. Does this prove that optional registration is a viable option for white papers? Honestly, I’m not sure. And the reason I’m not sure is because of all the flaws on the registration page. For example, the page says, “If you think the downloaded document is useful and would like to be notified when others are available, please fill out the form below. But only is (sic) you want to…….. We’ll send you an email when a new white paper, protocol is available.” So it’s not very clear how this form was used in the sales cycle. It seems that they’re referring to something that already was downloaded based on the above text. If that’s the case, then you have to question how people are finding the landing page in the first place. My guess is that this comp
