For visitors that go this far down the conversion funnel, without converting, requiring account creation gives Odesk the opportunity to showcase new conversion funnels (through email marketing, retargeting ads, or web personalization) based on the steps they have taken so far.
Get to know the different types of visitors that come to your site, how they enter your site, and what solutions of yours would be most valuable to them.
People are coming to your site with specific needs in mind. For instance, if people search for “how to grow organic tomatoes” and land on a blog post you wrote on the subject for your farmers’ market website, then prominently promoting your organic tomato seeds for sale or a free ebook on organic gardening (two different conversion funnels) on that blog post page could be a good idea.
It’s your job to make it easy for them to quickly learn how you can meet those needs and guide them toward converting on your most relevant solution. Whereas, simply showing a non-specific ad for your farmers’ market website likely wouldn’t be as effective.
Twitter, for instance, figured out that if they were able to get users to follow a certain number of people on the platform, those users would be more likely to find value and remain engaged users.