Getting Customers Past The Worst Part Of Online Registration

TL;DR – There is an art to getting people to sign up and pay for anything these days. Registration remains the biggest point of friction – a registration flow that requires payment info too early only encourages users to abandon the cart. Instead, the business must entrust customers with its services and entrust them to pay later. It’s important to start by establishing value – if that is not done up front, customers won’t see the value later when they are asked to pay.

Key Points

  • How does the consumer know that what they’ll receive in the future will be worth what they’re being asked to invest now? More often than not, users will drop off before needing to register for content or enter payment details. 
  • But giving content away up-front dilutes the value and does not help drive conversions, since once the free trial is over, customers can just go try the next thing for free.
  • 60-75% of carts are abandoned before checkout, because it requires a purchase decision, so why not do away with the registration process altogether? Or, at the very least, defer it so users are committed before anyone mentions payment?
  • For customers to give their trust, they must first experience trust. The business must entrust customers with its services and entrust them to pay later.
  • It’s important to start by establishing value – if that is not done up front, customers won’t see the value later when they are asked to pay and they will fail to convert.

Check out my full interview with PYMNTS.com here.

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