Sign Me Up!

If you want to improve your online-conversion rate, says Amy Gesenhues in an article at MarketingProfs, you should probably take a look at your registration page. There are several reasons it might be keeping conversions to a minimum, she argues, and here are a few:

You jump the gun. If you suddenly spring a registration page on your visitors, you might meet resistance. "How much are you showing before asking them to give up their information?" asks Gesenhues.

There's too much clutter. "Prospects do not want to mess with 'busy' sites," she says. Cut down on the confusion by giving them lots of white space, free from unnecessary graphics and links.

You're too nosy. This isn't the time or place to collect unnecessary personal details. "If you limit the amount of information you request," she says, "the likelihood increases that you will pull more registrations. What is the minimum amount of information you need? Name? Email address? Title?"

You leave visitors guessing. "Let your prospects know what to expect when they complete the registration form," she advises. "Are you going to contact them via email? Will they be redirected to a new page?" This makes them more comfortable with the idea of signing up.

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