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Overview of Three Online Registration Best Practices
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Overview of Three Online Registration Best Practices

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  • Easy and cheap to switch providers
  • out of context questions beg for deception

Overview of Three Online Registration Best Practices Overview of Three Online Registration Best Practices Presentation Transcript

  • Overview of Three OnlineRegistration Best PracticesJessica HydeNovember 7th, 2011
  • 1. Immediate Engagement• Consider user needs: – Accurate, up-to-date listings – Tools to help them save time, beat the market – Mobile access – Expert help – Privacy – Instant gratification – Easy to remember account details
  • Yahoo!• Build a relationship prior to or with registration• Be personable, use humor if appropriate• Need to connect with user View slide
  • Zillow• Give assurances of privacy• Never shared never spammed View slide
  • Trulia • Welcome email copy is friendly and engaging • Building a relationship through the registration process
  • Realtor.com Welcome email - Android ad is small and easy to miss -House, copy, and greeting are not friendly/engaging -No descriptions of other features - Not personalized - No link or picture of the listing or search that I saved -No personalized links to blog articles or other content + Easy unsubscribe link • Need to recognize users out of country and offer link to other language site
  • 2. Levels of Description• The problem is not getting people to register. The problem is changing consumers minds about your website/services.• Dont worry so much about can people fill out the sign-up form and ask “Are people motivated enough to care?”
  • 2. Levels of Description• Different people need different levels of description depending on how much motivation they already have• Describe the benefits and features in increasing depth • Tagline, one-line description of service, logo, screenshot • Free trial, product tour, screenshot/video, social influence, benefits, demo • Feature descriptions, support forums, product tutorials, case studies• Why Homes.com? – on home page
  • 2. Levels of DescriptionDesign for 3 visitor types: 1. I know I want to sign up (get out of their way) 2. I want to make sure this is for me (reiterate your basic value proposition) 3. Im skeptical (provide levels of description)Choose from 3 types of registration: 1. Pre: needs unique identifier (groupvite, facebook) 2. Post: encourages transactions (realtor, trulia, zillow) 3. Immersive: promotes usage (tripit, posterous, net vibes, slide, geni)
  • Shutterfly • First time user (no cookies) sees benefits • If user clicks sign up, sees page of benefits • Returning user sees sales, new products but still a small blurb about benefits • Once signed in, user sees their saved content
  • Geni First level: sign up and simultaneously start my family tree Second level: Explanation of benefits
  • Tumblr• Easy to sign-up if user is ready• Layers of description if user is unsure
  • Tumblr • 30 Reasons to Sign Up addresses user needs and concerns like: – privacy – mobile access – design flexibility – customer support
  • 3. Leverage Social Influence• Use the influence of others to help convince people that it is right for them• Let undecideds observe the actions of current users• Examples: Some of our happy users- quotes, profiles, testimonials, reviews
  • Realtor.com Negatives and Positives: + Allows confirmation of email and password -Could be more friendly, engaging - Could list more benefits of signing-up with levels of description + Facebook Connect: We will not post on your wall - Does not gather any data that would allow for customized content
  • Trulia + User can choose to “Follow” home from search results - Only one chance to type password, no confirmation
  • Trulia + Optional second pop-up asks just two relevant questions that will allow Trulia to offer customized emails and content + Explains the value of the extra questions + Drop-down options: – Home buyer – Home seller – Both buyer and seller – Renter – Real Estate Pro – Other/Just Looking – Home owner
  • Questions• What percent of your first-time visitors are signing up for a free account?• What is your bounce rate?• How long does an account typically stay active?• What are your user demographics?
  • Sources• Lucas Pettinati, Yahoo, Dealing with User Submitted Data• Joshua Porter, Designing for Sign Up• Kevin Yanushefski, 5 Best Practices of Best Online Registration Forms