Estimated time to read: 3-5 minutes
Your marketing assets need to generate Leads. But how you capture those leads—and maximizing their quality—requires a strategy unique to the asset type.
On top of that, not all Leads are created equal, and quality trumps quantity—better to have fewer Hot leads with higher conversion potential than a multitude of Cold leads that get your hopes up, but fall flat.
Best case scenario: Your gate comes at the perfect time where your prospect is intrigued and excited, more than willing to give a little personal information in return for their honest interest or an item of value (a score, an asset, etc).
Worst case scenario: Your Gating strategy “scares” potential leads away with too early an ask, or what feels like an overreach of privacy in exchange for no value.
So, where do you gate your assets to get the best result and avoid the worst? Let’s compare 3 strategies:
Require user information before providing access to any part of the asset.
Pros: May lead to higher quantity of leads—unless it’s scaring users away too early.
Cons: Our research shows this strategy often REDUCES the quantity of leads in comparison to other gating strategies—asking something of users before providing them any value can turn them off. On top of that, not all users looking to engage with your content are of the same level of interest—so there’s a good chance that your pool of leads are not the highest quality (most likely to convert).
Recommendation: Don’t do it! Resist the temptation to capture EVERY lead and instead focus on lead quality. Put a better taste in your prospect’s mouths by not overasking before delivering—build trust and good faith by providing some value first, instead of promising it. Use one of the strategies below.
Require user information after providing a teaser to the asset (a few pages of an eBook, a few questions of an Assessment, etc.)
Pros: Gives users a tease that can wet their appetite—provides some value with an indicator of further value. You’ve built a little trust and good faith before asking for information. Although this may reduce lead quantity, it helps improve lead quality—if users choose to move through the gate, you know they’re interested to learn more.
Cons: Can lead to premature exits and users not completing the experience. It’s a delicate choice—if you gate too early, the teaser content may not be compelling enough, or the value promised after the gate is not tempting enough.
Recommendation: Use this strategy only if you’ve carefully evaluated whether the preview you’ve provided is tempting enough for users to continue. The “25% rule” is relative—finding the perfect place to gate is critical. If the content isn’t compelling enough, or there’s no promise of tempting further value, this strategy falls flat and we recommend the strategy below.
Require user information at the last possible minute—after the user has invested time and effort and is very tempted to complete, but before providing the big final piece of value they’ve been working towards or promised (a final score or customized report for an Assessment, a critical final chapter in an eBook, etc).
Pros: Builds trust with users and provides high value, making their experience with your company positive, making them more likely to provide information or talk with you further. This strategy ensures the greatest quantity of high quality Hot leads.
Cons: Can lead to lower lead quantities—if you provide so much value that users feel they can leave without providing information (they don’t see the value of your final promise), or if the experience is too long or not engaging enough that they never arrive at the gate, meaning no lead is captured.
Recommendation: Best strategy! Best paired with an experience that isn’t too long and properly tempts users to finish. Users that move through this gate are likely to be Hot leads—they’ve invested time and effort and have likely decided you’re offering something of true value.
With a perfectly timed Gate, your asset be generating Hot leads in no time.
But you can’t have a gate without an asset! Looking to generate massive leads with your next interactive marketing asset idea? Get in touch with us below—let’s create awesome together.
