Re: Registration forms

On Mon, 6 Jan 2003 14:08:22 +0000, Jeremy Swinfen Green wrote:

>Does anyone know of any published evidence that long registration forms put
>users off and result in lower numbers of completed registrations? I have a
>client who wants a three-page 14-field registration form and believes that
>this will be just as effective as a 1-page name plus email address
>registration form in terms of generating numbers of registrants. I would
>like to persuade him otherwise but need hard evidence.
>
Blimey, it ought to be fairly intuitive even for people not very
familiar with the medium.

At BA we've worked to reduce the number of questions and stages in
registration, in response to customer feedback. I don't have hard
numbers to give you, but as someone else pointed out, it's a given that
the more clicks people have to do, the more of a drop-off rate there'll
be.

One thing you can do is to consider which questions are mandatory to
answer, and which optional. Then think of ways of collecting the
additional information over subsequent repeat visits (if any).

If your customer insists, make sure you collect the stats, and show the
drop-off over subsequent pages.

*    Nick Gassman - eCommerce Manager - [email protected]     *
              * http://www.britishairways.com *

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