Re: Registration forms

We've just finished designing a new Single Sign On system for BBCi here (due
for launch in March and roll out for the year after) and so registration is
coursing in my veins at the moment.

Nick Gassman said: "it's a given that the more clicks people have to do, the
more of a drop-off rate there'll be." and I'd like to dispute that. The
research we conducted into this was significant however, the sample sizes
and methods of gathering the information did not produce statistical data
such as amounts of clicks to fall-off ratios. Nor did we want that kind of
information (though we did do some hunting for it with limited success). The
reason we weren't interested in this kind of thing is because we felt it was
a little simplistic and general to suggest that 10 clicks of 'x'
registration system is the same as 10 clicks on 'y' registration system. The
research we did into registration forms around the web proved this was the
case and people were far more concerned with the *perception* of complexity,
mistrust and drudgery than they were with how many clicks it took.

For example, forms that were 2 screens deep and only one click to complete
were perceived as more daunting than more numerous but mono-tasked screens.
A clear indication of where one was in a reg. process (i.e. "how long till
we get there, Dad?") was also welcome and lowered the barrier to
participation.

The next big issue is that of privacy. Nobody wants to give away their
private details unless they feel that they can trust the gatherer of that
information not to sell it, spam them and generally be irrisponsible with
what is essentially a facet of their identity. The more personal info you
ask of people, the more resistant they are (I can hear people saying "duh"
but you'd be surprised at how often this needs to be pointed out to
marketing folk). "We want your email address" = "WE WILL SPAM YOU" (unless
very explicitly stated otherwise - and I don't mean those tricky, subversive
little 'don't sell my identity or clog my email box please' checkboxes we
all hate to miss).

To summarise:
*       More clicks are not necessarily a bad thing so long as users feel
like they're making progress and see an end in sight.

*       People are scared you're going to untoward things with their
identity and the only way to stop this perception is to a) not do it, and b)
tell people you're not doing it - IN BIG LETTERS!

*       Tell people what you ARE going to do with their info - it's only
polite and they'll thank you by using your system over others that are
shrouded in doubt and mistrust.

Anthony Colfelt
  Designer | BBCi Development Services
    2nd Floor | Bush House | Strand | London WC2B 4PH
      PH: 0207 557 3471 | FAX: 0207 557 3825 | MOB: 0779 617 4878
                [email protected]


BBCi at http://www.bbc.co.uk/

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