An example of a great persuasive signup form
I wanted to pass along this example of a great sign up form from Clicktracks since visual examples work better for many folks. I wanted to share what I liked and encourage you to consider it in your efforts going forward. I’m 95% confident that this has been tested and refined. Many forms fail to include many of these important elements and in ten years of direct user testing I have learned that it is often the small details which can make a big difference. Clicktracks goal is to get signups for PDF’s. Please feel free to contact me with your questions.
Referring to the numbered arrows on the example below-
0. Bread crumbs – great nav tool, says where you are where you came from, very reassuring and professional
1. Clear simple logo right in eye path, you know immediately who you are dealing with.
2. Full Nav bar in immediate eye path, often ignored in forms like this, I would redesign the nav bar to show (reinforce) what page I was on but it is fine like this.
3. Perfect location, design and use of icon in a search tool, note small size, use of less saturated term in the field
4. Branding, tag line whatever you call it, it is unavoidable and benefits focused (mostly). It compels curiosity by the intuitive mind and grabs attention by saying: “We know something you should know (and can!)”
5. Simple clear instruction saying why we should fill out the form, right from the start.
6. Free always gets attention, good to start off an offer with it and again a benefit statement right up front.
7. They assume that the asterisks indicate that the field is required, this is an oversight, and I wouldn’t make that assumption.
8. Using a slightly different color for the form background has proven to give a surprisingly large boost to signup forms.
9. Bullets appeal to a significant group of learning and personality styles, wise to present some info in that format
10. A second weak point, we can’t be clear what this graphic is. If they feel the need to include it, a caption should be included, maybe it is but if so it is not in the right place.
11. Simple clear call to action might be better as a benefit statement but it’s good enough. Stands out, is clean and clear.
12. Simple contact info which also announces the company as American. It just works like this very nicely.
13. Some credibility/testimonial icons are always helpful, of course many of these are unreadable but the point gets across, I am still undecided if they should be hyperlinks, if so they should be hyperlinks to Clicktracks site, possibly press releases announcing the award.
14. Privacy statements with a clear promise. I might have used a slightly larger font but this is in a good place and says a great deal more then just Privacy Policy.
15. Again full navigation options which are often ignored on forms pages. Without them where would a customer go either when done or if he decides he would rather look more at the site?
For more information:
Improving Conversion Rates with Conversion Point Architecture
Information on Web Analytics and Click Tracks
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User Experience and Conversion Point Review
The goal of a User Experience and Conversion Point Review is to help you insure that your web site delivers an effective conversion path, provides a successful branding experience, and communicates the information in a way which serves you best to deliver leads or sales.