Treating the registration form in your online marketing efforts as an afterthought is a perfect example of "snatching defeat from the jaws of victory."
Even if you did everything right up until that point, a confusing or time-consuming form will cool off a hot prospect's plans to follow through and send them hightailing away from your submit button.
Forms that Seal the Deal
When a prospect takes the friendly advice to "click here" for a chance to complete your registration form, make the next step as effortless and pleasant as possible. If you don't, studies show that over 90% of your would-be customers will take a quick look and decide that they can live without your product, service or publication after all.
Put the odds of securing successful submissions more in your favor by following a few basic rules of registration form design and execution.
- Remove unessential copy and hotlinks that can distract prospects from completing the submission. Anything that strays from the transaction at hand is a premature exit waiting to happen.
- Don't ask questions unless you absolutely need the information. (Example: if your form asks for zip code, also asking for city and state is an unnecessary redundancy.)
- Include a brief description and picture of what your prospect will get when they fill out your form to reassure them that their online transaction has reach the desired destination.
- Add a short statement of trust-building copy immediately next to the box asking for the email address such as "We will NEVER give, sell or otherwise transfer your information or address to any party."
For more ideas to drive sales go to blog.ambitmarketing.com or visit Ambit Advertising and Public Relations.
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