Arrivederci Optional Registration!
Well, we've finally arrived at the portion of the experiment I've been dreading - PPC with completely optional registration. I knew it would be bad, but had no idea how bad. As predicted, the leads have dropped substantially, and I have to admit, I'm ready to throw in the towel and stop this little experiment.
Just look at the stats from the first 2 weeks of June compared to a similar time period in April when we were using forced registration:
June 1-15 Stats - Optional Registration
April 1-14 - Forced Registration
We also predicted that the quality of leads would increase, assuming that those who registered were actually interested in getting in touch with an agent. Let's see how the…