We’ve all done it. Clicked on a headline link that was relevant to us, only to be confronted with a dreaded registration form. The question then becomes how bad do you want access to the content of that link? Is it worth the time to fill in the registration? Or is it just not worth it and you bounce? Oh yeah, users normally make this decision in a split-second. So how we “sell” them in that split-second makes the difference between starting a relationship with that user or just seeing them casually.
That’s the first, but not the last, analogy to dating I’ll make in this post. Getting a user to register is just that, like getting somebody to date you. Holding it to that standard is a good step in creating an effective registration process. I haven’t dated in almost twenty years, but if it’s still anything like it was then you know it takes effort and work to get that certain someone to say “yes.” Same with registration.
If you overwhelm them in that first conversation, maybe ask too much, chances are you’ll scare them away. If you reveal too much about yourself it may prevent them from getting to know exactly what you can offer. Here are some courting tips to build that relationship with users:
The meet
Somehow they’ve arrived to your site, whether by search, social media or just a knowledge of your brand. Here it’s the job of the content and user interface design to convince they user that they should come back. Have a good appearance and a personality that’s inviting. If they like what they see, they will be back, or better yet, they’ll stay and engage longer with you.
Asking them out
I equate this to the first screen they see prompting a registration. In a dating situation asking someone out is simply creating the opportunity to get to know each other more at a future date. That’s all the initial registration should be. Forget what the marketing department tells you, get the essentials only. You’ll have plenty of time in the future to get exactly what you want (I’m not going “there” with this analogy, but if you think about it, the exact same rules apply). And don’t forget about who you are and what brought you to this point. Be nice, be friendly—the kind of site that makes it hard to say “no” to. And if they’re not sure, make sure you spell out exactly why they should join or sign up.
Getting to know each other
You’ve got that first date! You’ve got their name and email and they are officially a “registered” user. Now you have to make them like you…a lot. I dare even say…love you. You’ve got a lot of competition out there so you’ve got to work even harder to keep this relationship. This is the part where the real courting starts. Keep the site interesting. Remember, you ultimately want more from this relationship, so don’t slow down. You can’t email roses or surprise your user with a nice perfume, but you can express the same sentiments. Give them something every once in a while. Send them something special that only they (and their other registered users) can benefit from.
Don’t pressure them
Let them interact with your brand at their own pace. Focus on being the best you can be and true to who are you. If this doesn’t sell them then you don’t want to be in that relationship anyway. DO NOT take advantage of the fact that that they gave you their email address and smother them with too many emails that they’ll learn to ignore. And if you do, make them simple and very relevant to their needs. Nothing else. The minute you use this email to sell them on something early in the relationship, you’re credibility takes a serious hit. Start rounding out the profile of the user (getting the rest of the info your marketing department wants). When you offer one of those free surprises for registered users only, ask for something small in return (i.e. zip code, company size, etc.).
Asking for “it”
Alright, I did go there. Sorry. The courting period is over. You’ve done your job providing great, relevant content and wonderful user interface design. The users know exactly what they are getting from you now, and they like it. They like it enough to keep seeing you and make you part of their lives. The temptation for internet marketers is to measure this successful period in number of visits, but let’s just call it six months. No more. No less. Why six months? Because we’re talking about a real person here, our user, we’re trying to engage. The emotions and psychological make-up are the same. Six months is the time it takes to build a good comfort level and for them to become true fans. And once they become true fans, you can tell them or offer them anything. You’re credible now. Offer that upgraded membership, newsletter subscriptions, event etc. There’s a better chance of getting a “yes” now more than ever.
The process of a building a relationship with your users and getting them to register is way too often overlooked. The result is a fraction of the success you can be having and relationship that should be that never even get a chance. But when you take the technology or that “easy” plugin out of the equation and make it a more real and emotional experience, I promise you’ll have the beginning of a beautiful friendship.
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