Sign up forms are one of the key performance indicators (KPI) for ecommerce sites to take into consideration. The longer your online registration form is, the lower your completion rate. By only asking for highly relevant information you can decrease abandonment rates and increase total purchase on products the consumer has already indicated they are interested in purchasing.
Correct Sign Up Form:
- Repeat Password Field – don’t let customers get frustrated when they cannot log in because the password they thought they used to sign up is incorrect.
- Email Subscription Option – keep the default unchecked and allow the user to opt in. Provide the user with the choice so they don’t take it out on your company when they receive unwanted email and information.
- Required Address
- Confirm Email Address – easy to mistype an email address. Incorrect email addresses will then lead to login problems and you won’t be able to send the confirmation email.
Benefits of Sign Up Forms:
Outline for the consumer the purpose and benefits of the online registration process. If the consumer clearly understands that the information being collected will benefit them in the short and long run they will be more enticed to continue with the process.
It would be wise to include a few if not all of the benefits before the form appears.
- Faster check out
- Save multiple shipping locations
- Save multiple billing options
- Exclusive offers
- Order tracking
- Order history
- Faster customer service
- Loyalty and reward point balances
- Incentives for referring friends
- Access across partner stores
Reason to not ask for too much information:
Consumers are always reluctant to give out more detail than absolutely required, which is fair enough. We already provide data to an abundance of services and each time we make a purchase we hand over our credit card.
In order to get the consumer to complete our forms we must first understand where the consumer is coming from so we can relate back to the process. The amount of information consumers provide will directly correlate with how much they trust our company to use this information. They will provide the information if they know we require it and if there is a direct benefit to them.
Forms should also be short and simple as to not confuse the consumer on what is being filled out and why.
To get it right try to think from the user’s prospective and always test. Whatever is humanly possible to remove from the form should be.