I hope this is an appropriate forum for this topic. If not, I apologize.
To rephrase the question, I am debating a new tactic that some marketers are trying to implement that goes against everything I know about site usability, retention, conversion, etc. Now, I need some hard evidence to back what I know to be true so that I can squash this down.
The idea is simple. Advertise that we have white paper "X" and point the user to a custom landing page. This is where things have started going wrong. Here's the process:
- Get to landing page
- Fill out form to receive an email on how to download it (seriously...I know)
- Thank you...check your email
- Click link in email and get to a download page (branded similar to the original landing page)
- File downloads automatically if it can. We also showcase other documents the user might be interested in.
The process above was the best compromise I could sell them on. #5 is the hot point here though because they don't like the "extra step" when it could have ended with #4 if the email had a direct link to the file.
So, I know there is so much wrong with this, but I cannot seem to sell 2 main things. I'm hoping you guys can point me in the right direction on these 2 things.
- Why shouldn't they leave the site in the first place
- Why, if #1 has to happen, should step #5 exist.
Remember, professional opinions need to be left out of it. I need hard evidence to present to the product marketing manager later this afternoon.