- Consistency in Call to Actions – Consistency in call to action is critical for conversions. You cannot underline few links and not the other within the same context. Be consistent with your formatting. Making some links underlined while other not underlined makes user think harder than he/she should and increases the chances of bailout. See below; do you see the inconsistency in the links? I almost gave up on finding that “Register Now” link (yes it is obvious now because I have highlighted it).
- Captcha – Captcha is meant to stop automated computer programs (spiders) from filling the forms but do you know that a Captcha can also deter people who are genuinely trying to fill your form? I suggest doing a simple A/B test on your form with a captcha and without a captcha to see if you captcha is eating up your conversions. This will help you determine if the captcha is worth the loss in conversion.
- Confirmation Fields – Confirmation fields are the field that require users to fill in the same information again to ensure that user that has not mistyped the information e.g. password, email etc. However, confirmation adds one extra field that the user has to fill in, thus coming in the way of conversion. Take a close look at your confirmation fields and determine if you really need them. For example, is it really required to have the user confirm the password? If the user has mistyped the password during registration then won’t she be able to easily get it via “Forgot Password?” link? If yes, then do you really need to confirm the password during registration? Do you really need confirmation on sensitive information such as social security? It is scary (for most people) to provide social security number online and confirming it again just gives users another chance to bail out.
- Data Fields – It appears to me that many companies like to collect the data just for the sake of collecting it without thinking how it will be used. Yes every piece of data you collect can eventually provide you more information about your customer but should it be really on your form at the expense of lost conversions? Your customers have limited time and adding more fields on your form might turn them away. Go through your form and remove any unwanted fields. If you don’t want to remove anything at this point, identify the fields and do a simple A/B test (one version as it is and the other one without those fields) to see how your conversions are getting affected.
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