Are Typical Registration Processes Causing You to Lose Users?
Most people assume having a registration page on their website is pretty much a no brainer. After all, businesses want to connect with users, obtain contact information about them, understand them, and ensure they keep coming back.
Not only that, you might also want to track their activities on your site, see what’s working and what needs a tweak, not to mention meet legal requirements in relation to data protection.
So, you stick up a form and job done, right?
Sounds just fine, but how many users will actually bother to take the time to fill out yet another form or set and remember yet more passwords and security questions?
Turns out, far fewer than you think. Even at the checkout stage.
Most Annoying User Experiences
Users rank typical registration processes – and the identity checks that go with them – among some of their most irritating online experiences.
And I sympathize with them. Just recently, I was looking for a pair of shoes and found some on SportChek’s site. Overall, it was a great browsing experience until I hit the checkout and was hit with this screen:
So far, so typical. But this is where the company lost me. I had decided to buy these shoes but I found myself wondering if I could really be bothered to fill out all these info fields and finish my purchase.
I’d say this is pretty much Problem #1, a long registration form asking too much information. Users just don’t want to waste time. They don’t want to fill in endless forms online.
On to Problem #2: CAPTCHA. It is one of my biggest pet peeves. How many times have you had to decipher one of these in order to complete your registration? How many times have you felt trapped at this point? Hats off if you can actually read whatever the example below spells:
Seriously, I felt like this:
I get it, CAPTCHA has a purpose. No one wants hundreds of bots logging into their site, setting up false accounts or clogging up servers but isn’t there a better solution?
Problem #3. Validating email addresses is a regular in the online top hates. A necessity, but often unnecessarily cumbersome, I’ve spent hours hunting down delayed or lost validation request emails that may or may not have reached my inbox, hit my spam folder or even worked in the first place.
I have often just given up.
Problem #4 is setting up security questions. OK, they can help on the many occasions I forget my usernames and/or passwords, but the trouble is I forget the security questions too, especially if I’ve been instructed to use more unusual questions.
While the security questions below are unlikely to accurately reflect Bank of America’s online security policy, I’m often left wondering where we’re heading with this type of system…
Finally, Problem #5 – many would rank this as Problem #1 – is the endless list of usernames and passwords we have to remember. How many do you have?
Instructions to make them as difficult to crack as possible don’t help any of us to remember them…
Of course, you can use the ‘forgot password’ button but you can also just give up and get what you want on another site. And that’s exactly what most do. In fact, research shows that up to 90% of users have decided to abandon a website just because they had forgotten their username or password.
Why User Registration Hurts Your Business
Don’t underestimate how much traditional registration forms are damaging your online business. It’s not just that users hate them but more that they actively seek an alternative.
Take a quick look at the pain points below:
1. Driving conversion rates down – 54 out of 100 users will leave your site rather than register, pushing up your bounce rate and cost to acquire a customer (CAC).
You know that users hate registration forms and have probably worked out that trying to collect more than five data points is pushing your luck. Just cutting the length of the form should tempt more people to register, shouldn’t it?
A little, but it remains a top web experience irritant and also compromises the quality and quantity of data you collect about your users – hindering your attempts to target your marketing efforts.
Many businesses now allow users to enter their email address rather than choose a username. Sure, that’s one less thing for your user to remember but as a tactic it remains flawed – it doesn’t change the fact that consumers still have to remember yet another password.
Given that around 30% of online users currently have to remember ten or more online passwords and PINs, so-called ‘password fatigue’ will only get worse.
More passwords don’t translate into greater traffic and sales, especially if your competitors don’t ask their consumer base to add to their password burden.
2. Poor data, poor business decisions – 88% of users admit to falsifying information on registration forms, making it impossible for you to really know who’s using your site or target your marketing effort. Take a look at just how useful the user ‘data’ below is:
Businesses have tried a number of ways to validate user data, including email verification processes that require users to open their email and click on yet another link. A time-consuming and irksome process that doesn’t stop consumers from voting with the escape key and heading for a competitor.
Using programs that automatically detect irregular email addresses or incomplete dates of birth stem the flow of falsified data, but it certainly doesn’t discourage users from just going elsewhere.
So you’re still losing out on both quality and quantity of user data and you’re still losing users.
3. Users are not engaged – 90% of users go elsewhere rather than retrieve their forgotten usernames and passwords resulting in reduced lifetime values (LTV) for users and no opportunity to build relationships with them (Blue Research).
You want to engage with your users, get to know them and find out what they are interested in. In short, you want them to keep coming back to your site and continue endorsing and buying into your product.
Even if a user has registered, we know they will usually abandon a site and go to a competitor if they have forgotten passwords and/or security questions on the next visit.
So you risk driving away those few users who actually bothered to sign up in the first place, denying your business the opportunity to engage with them in any meaningful way.
With research showing that personalizing web experiences typically results in a 19% increase in sales, can you afford to neglect engagement?
Clearly, forcing users to use traditional sign-up forms could be doing your business more harm than good.
Now for the Good News
Okay, so that was a comprehensive trot through the myriad failings of traditional registration processes but don’t worry, I’m not one to indulge in mere panic-mongering.
An easy and affordable solution is at hand – you don’t need to rely on traditional registration at all.
Businesses can now offer social login on their sites and mobile apps, allowing users to choose whether they want to register using their existing social media account IDs.
Users love it, with around 75% of social media fans saying they prefer sites to offer social login.
As an added bonus, you can also collect more valuable and verified information about the users and give them the opportunity to become your brand ambassadors.
Click here to find out more about social login.
[Tweet “54% of users will leave a site rather than register, see why else #registration sucks @LoginRadius”]
[Tweet “Registration sucks! 88% of users give false information anyways.. @LoginRadius”]