eWeek's Subscription Blunder
I'm not sure which genius developed the subscription process for eWeek, but I do know that they should be shot.
Today I received an email from eWeek, offering me a free subscription. Of course, the fee for subscribing is divulging information about your position, buying influence, industry and I.T. budgetary information. It takes a minute or two to complete all the questions.
I'm fine with that.
But don't position your publication as a trusted source for I.T. decision making - a source that will help me be more successful in my career, and then, within seconds of my subscription, undermine that sales pitch with a poor cross-sell.
Case in point.
No sooner had I signed up for eWeek, when I received a confirmation email and an offer to subscribe (for free) to CIO Insight and Baseline magazines, from the same publisher.
Less than 60 seconds earlier, I had just completed their subscription application and when I clicked on the subscribe button, they were asking me to provide the same information again!
With processes like these, I don't know you're going to help ME be more successful.
Any thought to a one click subsciption for other Ziff-Davis publications after I've completed the application? Or a chance to subscribe to other Z-D publications within the original subscription process?
Note to Z-D: If you're wondering why the cross-selling efforts aren't yielding the desired results, put yourself in your customers' shoes and try out the subscription process for yourself.
Today I received an email from eWeek, offering me a free subscription. Of course, the fee for subscribing is divulging information about your position, buying influence, industry and I.T. budgetary information. It takes a minute or two to complete all the questions.
I'm fine with that.
But don't position your publication as a trusted source for I.T. decision making - a source that will help me be more successful in my career, and then, within seconds of my subscription, undermine that sales pitch with a poor cross-sell.
Case in point.
No sooner had I signed up for eWeek, when I received a confirmation email and an offer to subscribe (for free) to CIO Insight and Baseline magazines, from the same publisher.
Less than 60 seconds earlier, I had just completed their subscription application and when I clicked on the subscribe button, they were asking me to provide the same information again!
With processes like these, I don't know you're going to help ME be more successful.
Any thought to a one click subsciption for other Ziff-Davis publications after I've completed the application? Or a chance to subscribe to other Z-D publications within the original subscription process?
Note to Z-D: If you're wondering why the cross-selling efforts aren't yielding the desired results, put yourself in your customers' shoes and try out the subscription process for yourself.
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