Our company has a website that sells wine. Our idea is that we will the ask user to sign up using their email address before we present them with any products.
The reasoning behind this is that if a user comes to see products on our website but is not interested in anything that they find they may leave for good. However, if we add new products to our website that might be of interest to the user then if we have their email address we can advertise directly to the customers email, in the hope that they might be interested and come back to our website.
Is this a good strategy?
Answer
No, it's not a good idea.
You want to make purchasing from your website as easy as possible. Forcing a user to give out an email address before they're even able to see what you're selling is not a good approach. This will most probably push a big part of your customers away from the site rather than forming a commitment to it.
You should read the $300 million dollar button, an article about a case brought to public attention by Luke Wroblewski. The article covers a case where an e-commerce site grew their revenue by 45% by making purchases easier for visitors by Removing forced commitment between the user and the site.
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