Overview

In a world cluttered with information, visual data, and attention-grabbing notifications, your websites and apps must stand out to stay in the minds and hearts of your users. The more consumers trust your brand, the more likely they are to engage with it. Users who trust a website or app, will share it with their friends, entrust their personal information, purchase from your shop, and engage in the discussion. 

Just like any relationship, the user's relationship with your brand evolves gradually. However, first impressions are critical, and users will abandon your website with ease if their trust is violated. You can think of the evolution of trust as a series of steps, where users proceed to the next step only if they are sure the one they are currently standing on is secure. 

  1. Prove relevance - A prospective user is visiting your property for the first time. Is your offering compatible to the user's needs? Be clear and direct about your value offering. 
  2. Go slow - The user is getting to know you. Don't ask for your user's personal information (or for any kind of input) before they have become acquainted with your site. Sometimes it's enough to move the registration form to the bottom of the page - below the important content, and not above it. Also, always ask for the minimal amount of information. Are last name and home address an absolute must for the initial registration? Is signing up crucial at this stage? 
  3. Upfront disclosure - At the critical moment (registration, purchase), don't hide the important things in the fine print. Tell users clearly why you need their personal information and what are you doing with it. Outline what is covered by your services or products and, perhaps more importantly, what isn't. 
  4. Give control - Don't betray the trust you were given. Prove to your users that they have control over their personal data.
  5. Exceed expectations - Now it's up to you to deliver your promises. Remember that every contact point with the customer can be an opportunity. 

Registration-as-a-Service is a powerful tool for building a trust-based relationship with your customers, and engaging your users with your brand. You can raise your registration rates by implementing some of our best practice recommendations.  

The recommendations presented here are divided into three categories: 

Please keep in mind that this guide includes general recommendations; your business needs may vary, and implementation use cases may differ from the ones listed here. We also recommend testing and analyzing changes you make to the registration flow, for maximum optimization.  

Form Optimization

In the Screen-Sets page of Gigya's Console, you can see the registration conversion rates for your site: 


There are many ways to increase registration rates on your site. We have gathered some of these recommendations in relation to Gigya registration screens. 

Prompting Registration

You can offer your users a chance to register or login passively (as "Login | Register" links or buttons visible on a page of your site), or actively, by combining the login and registration flows with other user flows of your site, such as content consumption, contest participation, gamification and more ("Register to continue"). In either of these places, consider the following: 


The Registration Screen

The design of the registration screen and login options that are offered have a significant impact on whether users submit their registration or abandon the effort at some point. 

If you are using Gigya's screen-sets, the UI Builder offers extensive options for designing your screen, including changing fields, colors, and texts. The UI Builder supports custom CSS, using Markup Extensions, and hosting custom JS code with Gigya.

Whether you use the UI Builder or not, the form design should take into account the following: 

  Minimal fields, minimal social login options, clear calls to action, clear value proposition

 

Login Options

In addition to providing users with the option of a site account registration, Gigya offers a variety of options for users to log in with existing social accounts, with their phones, or with other identities.

Since these options are usually easier for new site users, we recommend that you locate these registration options before the "account creation" option. For example, display a short and clear text "Quickly log in with your social account" followed by a social network icon, above the "or" separator which is followed by "Provide the following details", followed by the fields required for registration. 

 

Centralized Profile

In multi-site installations, you can offer users the option to register once, and access many properties. There are many other benefits to Site Groups and Single Sign-On, such as infrastructure simplification and data accessibility; in the context of improving conversion rates, a centralized database: 

Registration screen clearly features the two brands to which you register when signing up

 

Watch out for the following implementation pitfalls: 

 

Progressive Profiling

Progressive profiling is used to incrementally collect profile data over time, as a relationship of trust is built between your site and the customer. Users may become frustrated or suspicious when you require a lot of personal information as a prerequisite for registration. Instead of creating lengthy registration forms with many required fields, you can use reduce form abandonment by using progressive profiling to request information from your user further down the line. Information is gathered unobtrusively over time while the registration rate stays high. Progressive profiling should be an opportunity to build trust with your customers, as you can serve them better when you know more about them.

You can implement progressive profiling scenarios in several ways. One way is to add custom code to your global site configuration, that tracks the relevant events. Another method is to use Markup Extensions for displaying certain screens only if certain conditions are met. 

Progressive profiling is implemented by displaying a screen that requests additional information (such as hobbies, preferences, gender), triggered by a specific event that occurs after the user is registered. For example,:

For a detailed explanation about implementing progressive profiling using Gigya's events and attributes, see Progressive Profiling

You can raise form conversion rates, prevent form abandonment and increase the number of registered users by implementing some of our best practice recommendations, using Gigya technologies.