Forrester - Required Registration Lowers Online Conversion Rate

Not something new but may find some data interesting. The basic point is the more steps customers need to do to finish purchase, the less sales (or any final result) you may have.

Now this recent Forrester research report  provides additional data to help you calculate the negative impact on your bottomo line of every extra step:

1. Figure 1: Almost One-Quarter Of Web Site Visitors Abandon When Required To Register



2. Figure 2: Abandonment Caused By Required Registration Can Mean Millions In Lost Revenue






3. Figure 3: Seniors And Older Boomers Are Less Likely To Complete Required Registration




4. Figure 4: Consumers Are Most Willing To Trade Personal Information For Greater Discounts




5.Figure 5: Seniors And Older Boomers Are Least Willing To Share Personal Data

At last, Forrester recommend you:

Make registration optional. Shoppers may not want to establish an ongoing relationship with every company they buy from on the first visit. By requiring registration, firms will drive these customers off the site and into the hands of competitors. Making registration optional allows firms to close as many sales as possible online but still offer incentives and a streamlined ordering process to customers who are ready to step up their level of engagement with the firm.

Explain the benefits of site registration upfront. To persuade customers to register, firms should describe in detail the benefits that come with an online account. Conduct primary research with target user groups to align registered-user features with the things those specific customers find most valuable. For example, NikePlus.com lets visitors know that if they register, they'll be able to join virtual running challenges, visualize their runs, and track their progress toward long-term running goals.

Reassure customers that their data is safe. Customers want to know — before they provide personal information — that the data will be protected.(see endnote 1) Firms should include a short description of both their privacy and security policies at each step of the registration process that asks for personally identifiable information.(see endnote 2)


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