The PR-CY website analysis service team tells how to increase the number of registrations.
A registration form is usually placed on the website so users can access a product demo version, open all reading materials, chat in comments or receive a newsletter. Tips from the material are universal.
Tip 1. Add benefits and evidence
The registration process is part of the sales funnel. The user visited the landing page, which means he or she has already shown interest. Then the company needs to keep and bring him to the end of the registration process.
To begin with, explain why the user should do this - what possibilities will open up after registration. For example, pr-cy.ru offers to register to see the actual results of the site check.
A company can lose a user at any stage of the funnel, so the registration form must also be convincing.
What you can do on the registration form:
1. Outline the benefits of your product.
You have probably described above why your product is worth using. Don't repeat yourself – reformulate these benefits into a concise list so the user will take hold of the information. If appropriate, add visual cues to make the text easier to read.
2. Add social proof.
Show that you have already satisfied customers and you can be trusted. You can post:
- feedbacks from real customers;
- recognisable client company logos;
- information about partnerships with renowned companies;
- significant professional awards.
Interview your real customers and arrange for a review. Making up reviews from non-existent people is risky and can damage your reputation. A review without a photo, name and company of the author will look fake, whereas the existence of shell companies is easy to google.
On buffer.com, a review from a real customer with a signature and a picture was placed directly on the registration form. The feedback text contains a service benefit.
3. Close the most common doubts.
Questions, doubts, fears, misunderstandings, and false expectations can stop a user from registering. You need to remove the questions before they are asked. To do this, you will have to find out what most users are concerned about, and what doubts and questions are most common. For example:
- How much does the product cost?
- Is it easy to integrate with the website?
- How long does it take to set up?
- Will a credit card have to be linked?
- Is there an upfront fee?
- Is it easy to return the product if it doesn't fit?
Don't put them all together, the form will be cluttered. We advise you to test these ideas and choose the most effective ones for your proposal.
Tip 2. Reach out to people who are not ready to register
Even if you've put together the perfect funnel, got the user interested in the benefits and led him to commit a conversion, you need to realize that not everyone will be willing to sign up.
Give users a step back: acknowledge that they may not be ready to register. They may have other concerns that you have not dealt with. Give them the opportunity to ask additional questions. To do this, create an additional CTA.
For example, this was done on basecamp.com. A basic CTA calls for registration and activation of a test period. The button is contrasting and attracts attention. The secondary call to action looks a little less bright and is aimed at people who are not ready to register because they want to ask questions.
The link for undecided users leads to a page where you can open help materials or write your question into a form. The link from the main CTA on the yellow button leads to a page where you can activate a test period.
Another common CTA for undecided users is to offer them a product demonstration. For example, organize an online tour of the service, and show them the interface and sample scenarios.
For example, the liana.team website offers a service demonstration.
This requires more effort and costs but will best show the product's full benefits.
Tip 3. Ask why people do not register
Many companies don't understand why their landing page brings in few conversions. Even if they have analytics installed, which they monitor, it will not show user intent.
A simple survey about why the user is not impressed with your arguments and leaves the site will make it easier to find the reasons for low conversions.
You can gather a focus group of your target audience, the survey can be organized on the website as a pop-up window on the desktop, which appears with a mouse movement towards the close of the page.
The roastmylandingpage.com brings up this window asking you to choose a reason for rejection:
If you don't know what options to add, you can use a form with a free form box for the users to describe what stopped them. There will be fewer responses, as writing text is more demanding than clicking a button, but most will be valuable.
An alternative way is to attract these users with a discount, a special offer, or some kind of lead-magnet that would outweigh their reluctance to register.
Test different ways and wording, look for what will work for your product and increase the conversion rate of the registration form, and therefore bring in more customers.
PR-CY website analysis service team based on 7 *new* conversion rate tips for your SaaS landing page