Most of us are used to having to go through a sign up procedure when we buy from a website for the first time, but we get annoyed with sites that ask for too much information or put us through an overly long process.
A poorly designed customer registration page can lead to abandoned purchases. Here are eight steps to follow to ensure this page is kept simple and efficient.
From the very beginning it can help to explain the benefits of signing up or creating an online account. For example, "See your account information in one place" or "Receive updates about promotions". Make this information clearly displayed in an easy to read format such as bullet points.
The fewer number of fields in the process, the less likely the customer is to abandon a purchase. Think about how much detail you really need at this stage. If you do want to use data for marketing purposes in the future, wait till you have the customer's trust before you start collecting more detailed information.
Customers expect to see the information they're being asked for in a logical order, so keep things like registration address and shipping address together. Don't ask for the address, then email, then name and then credit card information as this will disorientate the user and unnerve them. Show visitors clearly where they are in the registration process by highlighting how many more steps there are to go.
Reassure your web users by clearly highlighting your privacy policies and display verification symbols too.
Security is important for password selection, but don't restrict your web user by asking for one capital letter, one number and one punctuation mark within their password. Showing the strength of the password is helpful.
It is annoying for customers who forget their passwords and can't login or if they are convinced they have already registered but the password isn't recognised. Make it easy for them to reset a password so they don't abandon your website.
Clearly show users when they have entered a field in the registration process incorrectly. Use bright colours to highlight any errors or missed data.
Whilst a registration process may save time later, offering a guest check out will attract those visitors who don't have time at that instance to fill out forms or intend to only be a one off customer.
A well designed registration page can make a huge difference to visitor conversion. Take a critical look at the steps on your registration page with your web design agency and take their expert advice on the best way to present it.
Core Media Design Ltd
48 Great Western Street
Frome, Somerset, BA11 1FZ