, The Pros and Cons of Putting Your High-Value Content Behind a “Gate” or Opt-in Form, MySMARTblog, MySMARTblog

The Pros and Cons of Putting Your High-Value Content Behind a “Gate” or Opt-in Form

, The Pros and Cons of Putting Your High-Value Content Behind a “Gate” or Opt-in Form, MySMARTblog, MySMARTblogMost people have visited websites that require you to input your name, email address and other contact information before viewing the content on the website. You may have been considering adding this feature to your website as well. After all, there are some wonderful benefits that you can enjoy by using an opt-in form or another type of gate to access your website. However, there are also some drawbacks that you may need to consider before you decide to take the step of adding this feature to your own website. By learning more, you can make the decision that is best for your website.

How a Gate Can Benefit You

A gate or opt-in form is a great way for you to collect data about those who visit your website. You can use this information for an opt-in email campaign, to send direct mail to your customers and more. In addition, it can minimize the chance of your competitors seeing what is on your website. If you are concerned about bandwidth, it may also keep those who are just surfing the Internet from spending too much time on your website.

The Drawbacks Associated With a Gate

There are also some drawbacks associated with using a gate. A gate requires a visitor to take another step of inputting information without fully being aware of what the reward is for them. They may not have the time to do so, or they may not want to be included in your opt-in campaign. In some cases, visitors who may otherwise become customers for you may click off of the website without taking this important step. You may spend a lot of time and money attracting visitors to your website, so it can seem contrary to do something that may negate that once they have arrived at your website.

If you choose to take advantage of the benefit of a gate or opt-in feature on your website, you may consider making it clear what the benefit would be if your visitors do complete the form. For example, will they receive valuable information or helpful advice? Rather than simply requesting the information, show them some small blurb or tidbit of how they may benefit if they take the additional step of completing the form and passing through your gate. This extra effort can decrease the drawbacks associated with a gate.