The commitment theory would have predicted the outcome. When you give your email before downloading the software, you commit yourself "more" to the software, i

The commitment theory would have predicted the outcome. When you give your email before downloading the software, you commit yourself "more" to the software, increasing the odds of buying it later. In other words, you will get less downloads but you increase conversion which is what matters. Read: The Psychology of Commitment by C.A. Kiesler See also: http://en.wikipedia.org/wiki/Foot-in-the-door_technique http://en.wikipedia.org/wiki/Foot-in-the-door_technique