За онлайн набирането на данни и принципът на реципрочността

Съвременният уеб се развива с невероятна скорост. Мрежата е по-интерактивна от всякога, а присъствието на бизнеса във виртуалния свят е повече от задължително. Фирменият уебсайт е изключително подходящ инструмент за създаване, развиване и поддържане на база данни с информация за посетителите, потенциални и реални клиенти. Как обаче да ги провокираме открито да предоставят своите данни (най-често контактна информация)?

Честа практика е скриването на „качественото съдържание” зад форма за набиране на данни. Потребителят трябва да попълни формата, ако иска да получи достъп до конкретно съдържание, обикновено софтуер, е-книга, песен, албум, видео и т. н. Огромен процент от потребителите, поставени в подобна ситуация, просто отказват да попълнят формата и започват да търсят алтернативен източник на конкретната информация в Мрежата. Ако си мислите, че официалният ви уебсайт е единственото място, където може да бъде открито уникалното ви съдържание, дълбоко грешите. Тези, които все пак попълнят формата, често вписват фиктивни данни, само и само да получат достъп до обещаното съдържание. Така те все пак достигат до него, пращайки маркетърите за зелен хайвер. Негативите на тази практика не спират дотук. Качественото съдържание, скрито зад форма, не се индексира от търсачките. Затова SEO експертите не искат и да чуят за реализирането на подобни практики. Ами сега?

Италиански експерти достигат до невероятни резултати вследствие на редица изследвания. Оказва се, че ако предоставите свободно своето съдържание, а след това просто помолите учтиво потребителите за данните им, процентът на тези, които склоняват да ги предоставят доброволно не просто нараства, а се удвоява, спрямо обратният вариант. Да не говорим, че съдържанието остава напълно индексируемо – хем вълкът сит, хем агнето цяло. Разбира се, поставянето на кратък подканващ текст (Call To Action) е силно препоръчително.

Защо тази щуротия работи? В основата на всичко е психологическият принцип на реципрочността. Посетителите (на уебсайта), които са „наградени” предварително, биха били по-склонни да предоставят свои данни, да извършат онлайн покупка или дарение, отколкото тези, които първо се сблъскват с формата за данни. Хайде, признайте си – когато получите неочакван подарък без повод, първата ви мисъл е как да се реванширате, нали? И колкото е по-скъп и ценен за вас подаръкът, толкова по-голямо е притеснението, което ви обхваща. Ако ли някой ви направи приятелска услуга, то веднага започвате да търсите повод  да върнете услугата, или както се получава в повечето случаи – да почерпите.

Разбира се, този подход не винаги е най-ефективният, не е панацея. Просто пробвайте двата модела и вижте кой от тях ще е по-ефективен във вашия конкретен случай.

Надявам се, че статията ви се е сторила интересна и полезна. От мен – толкова. За вас остава да споделите мнението си долу в коментарите… или да почерпите. :)

 

6 за публикацията

За онлайн набирането на данни и принципът на реципрочността

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