Todd Martin

Todd Martin

Sales Strategy

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Website Visitors Vanishing Without a Trace? Improve Your Registration Screens

September 13, 2016

Don’t let leads slip away without being introduced to you. Make it easy for them to register.

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We’ve all been there. You come across a website that sells products or services that you think you might be interested in someday. Or maybe you see a white paper or ebook that looks intriguing. You decide to give up personal information about yourself so you’ll be placed on a subscriber list and receive information about new offerings, special sales, etc.

But the process of registering is so onerous that you bail halfway through. The company just lost a prospect simply because it didn’t follow a few common-sense rules about soliciting information from visitors.

Now take a look at your own website. Are you guilty of some of these infractions? Do you:

  • Ask for too much information? Number one rule. We all know that it’s possible—easy, sometimes—for other individuals and businesses to learn a great deal about us through simple web searches. But only ask for what you absolutely need. Requesting more is requiring more time of your prospect and adding to their concern about privacy.
  • Make it clear what benefit(s) they’ll receive? You don’t need to write a whole page of glowing content about this. Keep it as simple as possible, but make it prominent enough that it can’t be missed.
  • Act reasonably when it comes to password creation and recovery? You’re not a todd-091316-image-2corporate intranet or a government agency. You sell products and services. Suggest some guidelines so that your audience knows you’re concerned about its privacy, especially if you offer the option to store credit card information on your site. But don’t make it overly difficult. Also, provide an easy path to finding and/or resetting lost passwords.
  • Reassure your prospects by telling them how the information they enter will be used? Don’t hide your privacy policy in a link using 6-point type at the bottom of the screen. Some sites insert a, “Why we’re asking this” box, or a link to an explanation.
  • Leaving your leads hanging by not pointing out errors in their form completion? I’ve been really irritated when I get a message saying that a screen had data entry errors, but I have to guess what they are. If prospects have to be very precise in order to have their information processed and accepted, make sure that it’s easy for them to know what needs to be corrected.
  • Insisting that everyone fill out every field on every screen? Consider offering a guest registration that doesn’t require so much information. By doing so, you’re telling your audience that Yes, you want their business, but you aren’t just trolling for leads.
  • Make it easy to return to your prospect’s previous browsing? I’ve been dumped out of registration processes after completing all of the fields, only to find that there’s no good way to get back to where I was. I shouldn’t have to open a new tab and enter the site’s URL again. It looks sloppy, and it irritates potential customers.

Some of these things may seem minor enough that they wouldn’t deter a determined prospect. But they can. Why take a chance on losing what could be a sure sale? Make your website registration process as seamless, polished, and trouble-free as you possibly can.

Stock images courtesy of FreeDigitalPhotos.net

 

 

 

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