Conversions aren’t just about sales. Sometimes, conversions mean sign-ups.
We might add a user to a mailing list of some sort, or ask them to sign up to create an account on our store.
That normally means convincing them to use a form on the website.
Unfortunately users really hate signing up for things: privacy concerns make people nervous, people also hate the idea that they might be spammed, and forms often look daunting to the casual visitor.
So we’re agreed: sign-up forms hinder engagement. How do you get around this?
Present a user with a huge sign-up form and they’ll almost certainly retreat. In fact, unless you’re selling something very desirable, very unique, and/or very cheap, you’ve probably lost them forever.
Some e-commerce packages are built on cumbersome, awkward, lengthy forms, and conversion rates often suffer as a result.
According to feedback from marketers, even the existence of the Verified by Visa system deters people from making a purchase.
Rumour has it that Amazon refuses to adopt it because it’s yet another form to negotiate before the conversion takes place.
Often, complicated forms are difficult to navigate on a mobile device, too.
Overcoming the challenge of the sign-up form means understanding people’s hesitations and working to solve these problems proactively.
Increasing conversions is all about removing obstacles and making engagement easy and fast. If you want to encourage someone to do something, it makes sense to remove every barrier. But you need to do this without compromising trust.
There are so many examples of shorter forms yielding better results, but it’s not always totally clean-cut. Here are just a few examples.
In the last example, note the contradiction. The super-short version of the form was not as successful as the version with 14 fields. This suggests that there are some circumstances where longer forms do convert; the only way to know what will happen is to test, test, test.