For startups, it’s challenging to capture the spotlight. There’s so much competition, lots of noise and a marketplace chock-a-block with consumers who are fickle, time-strapped and not really paying attention.
It means if a startup is successful in actually getting someone to visit their Website, they can’t give them a reason to click away.
Even it’s a small issue – something I describe as “grit” – a Website visitor will quickly click away without giving it a second thought.
So let’s assume a startup’s messaging, value propositions and benefits are well-articulated and clear. Congratulations, but if you want someone to sign up for your service, there’s another big hurdle to overcome: the registration process.
Don’t Ask for Too Much Info
It’s surprising how many startups fumble this crucial step. Often, it’s too complicated, requires too much non-optional information, doesn’t provide any details about what’s going to happen next, or validation about why someone is signing up for a service.
The reasons why registration processes fail is perplexing but it may be this step is regarded an after-thought. There’s so much focus on developing a service and the messaging surrounding it, a startup may forget the registration process requires as much attention.
This, unfortunately, is a mistake because a bad or flawed registration process can cut you off at the knees. It’s not unlike the problem e-commerce retailers have with abandoned shopping carts.
So how should registration processes work and be effective?
In short, it should be sweet and dead simple. Don’t give people a reason to think twice. Instead, let them register in seconds without giving it a second thought.
Here are a couple of examples of user-friendly registration forms:
Tumblr – 1, 2, 3…and you’re done.
Goodsie - Set up an e-commerce store now.
Bottom line: Make it easy to register, and keep it short and simple. Another important consideration is making the confirmation email a marketing vehicle too. Rather than making it a plain vanilla “Thanks, you’ve registered for X” email, it’s an opportunity to promote the value of your service in a creative way.
What tips would you have about signup forms? Are there companies that do it particularly well or creatively?
More: UXMovement has a post on the eight reasons why people don’t complete sign-up forms.