UX Perspective: How Keeping Customers Starts With The Sign-UpDecember 16, 2013
Enhancing a user’s experience is something all businesses want for their customers. But first, the most daunting task of all: getting them to sign up. Proper UX is a crucial aspect when it comes to sign-up processes. Arguably the most crucial, because it can impact whether an online user takes that final step into becoming a customer or potential brand ambassador.
Here’s the challenge: in today’s world of fast access, user expectations are high. If the sign-up process merely looks lengthy and confusing, users can be turned off from your product (or even your brand in general) before they even get started. And, let’s not forget that ‘traditional’ methods of sign-up require personal information and credentials that users may not remember down the road.
Because of this, more and more websites are taking on the new technique of allowing users to sign up using Facebook or Twitter credentials. The addition of this simple feature can make sign up easy and simple, by eliminating:
- The time and energy it takes for users to come up with a brand-new username and password
- Instances of users struggling to remember complicated username and password combinations
- User frustration or discomfort around providing personal information
Not only is this “social media-ifiying” of sign-ups a good practice, but it will soon become the standard. As more sites integrate this function, users will get accustomed to a more streamlined process—meaning no more complicated credential specifications that vary from site to site. Instead, they’ll begin to put more trust in the brands that support this single, simple, and familiar process. On the other hand, there will come a time where users may distrust the websites that don’t follow this practice, so make sure you’re not one of the businesses falling behind the curve.
Here are our words of expert advice for those joining the sign-up revolution: remember to make this feature obvious and simple to understand. Want an easy way to accomplish this? Simply using the Twitter or Facebook logo and color in the button, can in a single step create less work and headache for your users. Because these buttons are familiar to the vast majority of online users, this feature explains your sign-up call to action in a single glance. The result, is that users will become more inclined to sign-up, save energy, and quickly move on to what’s really important—interacting with your product.
Content is based on collaboration between Logan Glantz and Kristy Markin of the UX team.