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Guide: New Study – Mobile Registration Forms on E-commerce Websites
(This branded content is brought to you by UseItBetter
The European e-commerce market has seen significant growth in recent years. Last year, online shoppers contributed $ 455.3 billion to the market, and this figure is going up every year.
If you work in e-commerce, your list of New Year’s resolutions should include optimizing your small screen registration and checkout forms. And unless you plan to quit smoking, it should be at the top of that list.
A good way to start is to compare how major brands design their shapes. Well the good news is that UseItBetter, the company behind highly effective forms analysis, has put in all the hard work.
UseItBetter performed a comparative analysis of mobile registration forms on 40 top e-commerce websites from a UK perspective mobile shopper. They have compiled all form fields, buttons and labels and turned this information into figures and charts.
You can view the full study, including screenshots of those forms, here. But together let’s look at some of the points that we found interesting.
Number of fields in registration forms
Customers prefer registration forms that they can fill out quickly and easily. Especially when they are shopping mobileThey accept requests for information that appear appropriate, but usually decline requests that they consider intrusive.
The company, on the other hand, wants or needs certain information, and sometimes information that can be used for marketing purposes or to personalize a user’s shopping experience.
A rough rule of thumb is that for each additional question asked, the risk of abandonment is greater. So how far do websites push their luck?
Of the 40 websites that UseItBetter researched, 33 require users to take 10 or more actions (fill in form fields and click buttons) to register an account.
Considering that all the websites in the study are major successful online stores, we can assume that the risk pays off for them, and on their scale, even a small percentage of users who leave forms are worth a lot of money.
No “One-Form Fits All”
It’s interesting how similar some of those shapes look. Some of them have absolutely no branding, so it’s practically impossible to tell which one is which. But after scrutinizing all those forms, it seems there is no set formula to build a perfect registration form.
The UseItBetter study allows you to compare forms from different websites side by side.
The number of form elements ranged from just five to as many as 34, but patterns are difficult to spot. Multi-department stores like jdwilliams.co.uk or very.co.uk require 20 interactions, but their competitor johnlewis.com only requires 5: email address, password, password confirmation, newsletter sign-up and registration buttonThe fashion brand hm.com has 8 form elements and zara.com has 17 – twice as many.
Requirement to enter the password
The UseItBetter survey also found that 72% of online retailers require users to enter their password twice in order to correct any issues caused by negligence. Although it puts extra burdens on the users, very few users object to this as they are more likely to make typos with their mobile
About 20% of retailers allow the user to see their password while writing. A third requires that users’ email addresses be repeated.
For example, Qvick.com has the most complex registration process. Users must enter and confirm their email address and password, answer a security question, provide a security answer, and enter a PIN.
Requirement for entering the dates of birth
Birth data is typically used by hospitals and clinics to keep patients from receiving the wrong treatments or medications, and to keep patient records organized. Merchants typically request this information for marketing and demographic reasons, to better personalize customers’ accounts, or to offer birthday greetings or birthday discounts. Some retailers require this information for security reasons. Or because they sell certain items with an age restriction.
asos.com – If you tell us, you will get a birthday treat.
Entering a date of birth appears to be optional in this example. However, in the following examples it appears to be mandatory.
jdwilliams.co.uk – Please provide your date of birth as an extra security measure.next.co.uk – You must be 18 or older to shop at nextco.ukqvcuk.com – We ask for your date of birth as we sell certain age-restricted products.
How retailers submit these requests is just as important as how a UX specialist presents these requests. A drop-down menu, a calendar, and type and text are the most common options. Most retailers seem to prefer the drop-down menu approach. They also prefer to keep the number of input fields to a minimum, due to problems that an empty field can sometimes cause.
How personal information is used
How retailers use personal information has been an important and at times controversial topic. The survey found that 85% of online retailers request this information for marketing purposes (for marketing strategy and demographic research, rather than promotional activities), while 15% request this information for third-party marketing.
About two thirds of the websites of European retailers may collect personal information for marketing purposes by default. Users can unsubscribe, but mobile users in particular may find it difficult to fathom the fine print.
Combine best practices with real data
Even when registration forms are designed in accordance with business practices, any attempt to create a perfect form for a particular business will fail, and that’s down to the users. Different users have different mindsets and different histories of online experience. A form that does not pose a problem for one user may be challenging or even objectionable to another.
That’s why it’s necessary to go beyond best practices, usability testing, and look at your real users with analytics. The analytics can provide retailers with field-by-field conversion funnels, track form validation errors, and even automatically detect critical issues by comparing patterns between failed and successful user visits.
If not, then at least check their forms tracking guidelines, which you can implement with Google Analytics or any other tool you use.back to menu ↑
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