Converting Visitors 101: The Anatomy of an Effective Sign-Up Flow
An effective sign-up flow makes it easy for your visitors to sign up. Sounds simple, right?
The goal of the sign-up flow is to entice the visitor to give you an email address by providing them with a valuable experience. The method you use to engage these new visitors is call your sign-up flow.
First Impression, Lasting Impact of the Landing Page
There is a delicate moment involved when your visitor arrives at your landing page looking for specific information. When your visitor arrives at this page, you only have a few seconds to make a strong impression. This is your chance to motivate them to click to another page to look for additional content. When too many visitors are bouncing from your landing page, this indicates that a problem exists at the very beginning of your sign-up flow.
Test these questions on some of your friends to see how they react to the presentation of your current landing page:
- Does your website speak to the interests or concerns that brought the visitor to your site in the first place?
- Do you provide a clear path for them to take the desired action?
- Do you highlight this option so that the visitor can find it without excessive searching?
- Is it easy for your user to sign up, or does your site currently require multiple steps?
Defining the User Experience, or UX
The user experience, or UX, is a term that describes this entire process. Put yourself in the user’s shoes, and test out your own website while keeping your visitor’s perspective in mind. One popular strategy is to encourage the visitor to fill out a simple form. You can offer additional information, offers and discounts at a later time by using an email communication. Simplifying this process is a proven way to increase the effectiveness of your sign-up flow.
Ask yourself the following questions:
Does this website assume that I know what I want?
Users like to be treated as intelligent and informed human beings. Engage with the social element as much as possible while providing clear and concise information. Visitors like content that is friendly and warm while maintaining a sense of respect.
Is it easy for me to find the place to sign up?
No one is going to spend a lot of time searching for your sign-up information, but you don’t want to make anyone feel pressured or irritated by bombarding them with opportunities to sign up. Pop-up forms should always be contextual in order to avoid triggering a feeling of intrusion, for example.
Am I pleasantly surprised by the sudden appearance of an image that helps me to quickly understand a concept presented on the website?
Images provide context, and this is also a perfect place to introduce some tasteful humor. Make sure it is relevant to the content of your site. An animated video can help your users to quickly grasp the nature of your value proposition, and it can gently encourage them to sign up for more information at the end of the video. This is a good place to put a strong call-to-action because it is a widely accepted practice.
Are the forms simple and easy to fill out?
Short forms are usually better than long forms, and you can always try to get more detailed information at a later point in time. Clear instructions are important, and any design elements will also play a role.
Did the website provide me with an experience that boosted my confidence enough to encourage me to fill out a sign-up form?
Provide a great user experience to create an effective sign-up flow. Put your visitor in a good mood, so they will want to engage with your site again in the future. Then, when the sign-up option becomes available, it will seem like the natural next step.
How did I feel about the timing when the sign-up option was presented?
Use interactive content whenever possible. For example, you can use a game or survey to gauge the user’s experience with a particular idea that your site is promoting. A sign-up option could be presented as the next logical step in this scenario. Be creative, and think about how you would like to be treated when visiting a website.
Are the sign-up buttons clearly marked in strong, bold colors?
This may seem like an obvious technique, but it is easy to overlook. Always keep the color scheme in mind when designing the user interface. Visitors will expect a call-to-action at some point, and they also anticipate seeing brightly colored buttons marked with clear instructions. If you are working with multiple colors on your site, look up the complementary hue to the button’s color on any color wheel. The background color can help the bold color to pop out and grab attention.
Scoping Out the Competition
Competitors can provide you with an amazing amount of insight. In addition, you might look at some prominent websites to observe their sign-up flows. Visit a variety of different websites that offer products or services that are similar to yours. Then, visit some completely unrelated websites.
Pinterest is a good example of a site that effectively provides a simple, effective sign-up flow. This company demonstrates leadership in creating nuanced and user-friendly experiences. The website encourages users to participate before asking for any personal information. Visitors get to enjoy the benefits of this social site before the sign-up option is presented. This method generates trust. This format also minimizes the need to pressure any visitors for sign-up information.
A good sign-up flow strategy provides a unique and compelling experience. Once your visitor is comfortable enough to provide you with personal information, you have succeeded in building the foundation of a future relationship. It should feel natural for visitors to provide you with their email information at a certain point in time. It is helpful to remember that this information is incredibly valuable, and you must be capable of providing visitors with a unique experience before expecting them to sign up.