After researching visitor traffic patterns and conducting informal user focus groups, the marketing team discovered they had two different animals of users. Some joined the site intending to use the resources year-round, but others joined while researching a one-time question and might never re-visit.
MyStockOptions.com's marketing team wondered if many more of these one-time researchers were turning away at the subscription barrier page simply because they didn't need a full annual subscription. Was the site leaving money on the table from one-time users?"
