The wisdom I've heard is that you can either lose people on the "what is this -> signup" phase or the "signup -> pay" phase. Your leads are better qualified if

The wisdom I've heard is that you can either lose people on the "what is this -> signup" phase or the "signup -> pay" phase. Your leads are better qualified if you lose them on the former. You get better gauge of the potential market on the latter (guessing on this one).