I don’t want to ‘Sign Up’
Web conventions enable users to feel comfortable on the web because page elements on a new found site are similar to sites they already know. This is a good thing.
However, website owners often settle on conventions which could be appropriately adapted for the benefit of the experience. One such convention, in my opinion, is the term ‘Sign up’ and it’s siblings ‘Register’ ‘Join now’ and ‘Create Account’.
I have no statistical information to back this up, but I know that users hate signing up and hate filling in long forms. Some users decide against trying a new service or app purely because they can’t be bothered with the signup.
‘Sign up’ and it’s siblings automatically suggest filling in tedious forms with the same information you’ve already entered on 10 other sites this week. It’s a turn off.
Users don’t want to sign up, they want to DO.
If you’re a new Flickr user, you don’t want to create your account, you want to start uploading photos, so the ‘Sign Up’ button should reflect this.
If you’re a new Delicious user, you don’t want to register, you want to start bookmarking.
If you’re a new Facebook user you don’t want to Sign Up, you want to connect with your friends.
Changing the language like this is a huge step forward in my opinion, but might be seen as tricking the user if the button leads to the same sign up form anyway. Something I’ve noticed recently is sites that ask for signup after you’ve done what you want to do.
Airbed ‘n’ Breakfast have three links in the top right, exactly where you’d expect a Sign Up button if you were looking. They have a Sign Up button, but also have a big ‘Post a Room’ button. I’d be surprised if many people click Sign Up over ‘Post a Room’, because they all want to do the latter. Clicking ‘Sign Up’ presents you with a typical sign up form, but clicking ‘Post a Room’ enables you to enter the details of your room, then enter your sign up details. Users are much happier to give you their details if they’ve already done what they want to do.
On Gumtree (similar to Craigslist) there’s no sign up button at all, just an invitation to Post an Ad. Yes, that’s what I want, to post an ad! Of course, after you’ve written the ad you need to add your sign up info anyway, but this way you get to do what you want to do first.
This comes down to the fact that users hate filling in sign up forms, and particularly hate having to fill in all those forms before they’ve even had a chance to use the app or service. It’s a huge barrier to entry and on lots of sites it’s unclear why I need to hand over all these details just to have a look inside.
So, be creative with your ‘Sign Up’ buttons and use wording relevant to the app, but maybe include a text based ‘Sign Up’ link additionally in the top right, for those who are looking. Secondly, if possible, ask for sign up details as late as possible and let users do as much as possible without requiring all that info. I reckon your user numbers will benefit.
What do you think?
