WolfNet's IDX property search offers web site visitors the ability to register to save Favorite listings and to receive email notifications when new listings match saved search criteria. Part of the registration process requires visitors to activate (authenticate) their email address by clicking on a link in a welcome email sent upon registration. This double opt-in step was implemented several years ago to conform to the CAN-SPAM act, and to ensure WolfNet IDX subscribers would get leads via email, and registered visitors would get their requested updates.
Unfortunately, not every visitor activates their account right away, which means they cannot receive SearchSaver email updates, or any message sent manually through the WolfNet BackOffice. Earlier in this series, we discussed IDX Lead Capture Settings, and indicated that forcing registration can result in more leads, but often at the expense of lead quality. More restrictive lead capture settings also have an impact on account activation rates, as well.
Forcing registration lowers account activation rates, while a more voluntary registration setting results in a higher activation rate. For example, if your require registration before visitors can search for listings, then you are only putting up a firewall. Visitors are not actively requesting any kind of email notification and monitoring their inbox for it; they are simply completing the form to get to the search page. On the other hand, if visitors register voluntarily, they are taking action that inherently brings email into the process, and thus activation is more likely to follow.
Activation rates for IDX searches requiring registration to start searching listings can be as low as 10%, while the default voluntary registration setting can result in activation rates of up to 40%. And with WolfNet's IDX/VOW combo solution, which prompts registration to access additional VOW data like Days on Market or Original List Price, activation rates can exceed 80%! We will feature this unique property search option more prominently as it becomes available in more MLS markets.
Ultimately, no matter what your settings, some visitors will fail to activate. Therefore, it is important to manually follow up with all registered visitors about the benefits of activating their account. We will cover some strategies on how to best achieve this next week.
The Tip of the Week blog posts every Friday morning. Each Post is labeled "Easy," "Intermediate," or "Expert" based on the concept being discussed. Blog posted originally on Thursday at http://blog.wolfnet.com
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