Incremental data capture
Learn how incremental data capture can enhance user engagement by exchanging information for content access.
In incremental data capture, we ask for additional information from end users in exchange for more access to content. This is known as a key-value exchange.
A key-value exchange is where a business and a customer swap something of value that benefits both parties. This is often where an end-user spends money to buy a subscription. In this example, we look at another use case; where the business gains more knowledge about their end-user, while the end-user gains further access to content. This key-value exchange allows you to personalize the end user’s experience, and build loyalty through increased use of your product.
For example, we can use incremental data exchange as follows:
- The end user registers on your site and provides their email address.
- You provide the end user with two free views of your content.
- When the end user has viewed their free content, you ask them to provide their first and last names.
- The end user supplies the information.
- You provide the end user with two further free views of your content.
You can continue this exchange, requesting further information in exchange for more free views of your content; or, you could use it as a taster of your content quality before asking the registered user to subscribe. For more suggestions on the ways you can build up your data capture, see the Iterations section.
This approach lowers the end user’s barrier to entry, as they are asked for minimal information each time in clear, minimal forms. It also allows you to build a clearer picture of your end users, which helps you increase ad revenue or generate a more qualified leads list for your sales team.