3 Reasons Marketers Should Continue to Allow Guests on Their Sites
3. Getting user-generated content from guests also can help a marketer improve products and services. "I don't think anonymity is the answer," says RatePoint's Creighton. "But I do think there's a place in between, where consumers will come in and they will give you some great information that you would completely miss if you tried to register them and then ask for that information, because a lot of them would drop out [before providing it]."
For instance, according to Nationwide Candy's Hanson, not only are the reviews helping provide him with high search engine rankings, they helped him realize that once, he had the wrong product picture matched to a completely different type of snack. "That costs us sales," he says. "I know, because a lot of customers shop based strictly on what they see."
Marketers also can ask guests, through nontransactional surveys, what they'd like to learn more about in order to meet customer needs, Mott says.