So yes, if you’ve not run nude down the street, you may not experience the instant attraction factor. But that doesn’t change the fact that just about anyone (regardless of age, colour, shape) can create attraction–and yet not smell a whiff of conversion.

So why put a barrier when cusotmers want to convert?
Match.com tries so darned hard to get you to their site with their advertising, so why do they put up a barrier at the precipice of conversion? (See screenshot of ad below)

The barrier that slows you down at the Want.com site

Conversion is so dependent on the lack of barriers, right?

Right. And wrong. Conversion is dependent on the want factor. And you can pretty much guess that prospects at the Match.com site are probably looking to meet someone(except for weirdos like me, who are just taking screenshots). No darned barrier is going to slow down these prospects.

And of course, you know the rest of the story, right?
Match.com gets your email address…and they do it well. In their own words: Send me photos of compatible matches, tips, announcements and special offers from Match.com.(recommended!)

Match.com could have made it a bit irritating to sign up…
They could have insisted you give your email address. But they sweeten the deal. They give you exactly what you want. So what do you want? Mostly ‘Photos of compatible matches‘: That’s of extreme value. The ‘tips, announcements and special offers from Match.com‘ are nice to have. But the photos–now that’s the top want priority when looking for love

Barriers aren’t as crazy as you think…
Barriers with the right want factor create far more drama; far more incentive to jump over the hoops that no barrier at all. So yes, the site swoops in on the Want Factor, but let’s not forget the conversion.

Now you’re on Match.com’s list
Now they can talk to you.
Sell you a membership.
And all the other yada, yada stuff.

They’ve attracted. They’ve converted. Full marks. (And no, I haven’t filled in the form and given my email address. Cause I’m not looking! )