A guide to encouraging users to register (part 2)

We continue with our guide to encouraging users to register. In my previous article I focused on Usability and on the time and place where you should ask users for their data. Today I will discuss other important issues to obtain more user emails.

Offer them something special

Why should I want to register or give my email to an online store if I’m not shopping? This is the question that users make when you ask them to subscribe to your newsletter or register. It’s also a question that many eCommerce/marketing managers are unable to answer.

Seeing how many eCommerce stores ask their users for their email addresses, it would seem that these stores believe that users are dying to give their emails to receive offers. But things are not so. As users, we are more and more tired of receiving offers, or messages from companies where we won’t shop, and if you users to authorize you to be in closer contact with them over time, you should offer them something worthwhile in return.

In the world of B2B, users are very frequently attracted by contents with added value. This is the case of the Kissmetrics blog, which offers various contents (webinars, case studies, etc.) in exchange for your email address and contact data.

In the Kissmetrics blog, just below the newsletter registration area, you can find another way of capturing data: a link to one of their webinars, for which registration is also required.

In the Kissmetrics blog, just below the newsletter registration area, you can find another way of capturing data: a link to one of their webinars, for which registration is also required.

In the case of Kissmetrics, this practice is widespread throughout its websites, with various calls to action at different times, all of which seek to obtain our contact data. 

We you leave the Kissmetrics website, they try to “grab” you by offering you a case study – for which you will obviously also have to provide your contact data.

We you leave the Kissmetrics website, they try to “grab” you by offering you a case study – for which you will obviously also have to provide your contact data.

In the field of eCommerce there are also websites that offer users something special, trying to encourage users to register. This is the case of Toys’R Us, which states very clearly that if you sign up for their newsletter, you will be able to access special competitions, exclusive items, etc.

Toys'R Us makes the benefits of signing up for its newsletter very clear

Toys’R Us makes the benefits of signing up for its newsletter very clear

In the case of Hoss Intropia, they also make clear what you can obtain by signing up for their newsletter. In this case, you take part in a draw to win €1,000, a juicy price that encourages users to sign up.

Users who sign up for the Hoss Intropia newsletter stand to win €1,000.

Users who sign up for the Hoss Intropia newsletter stand to win €1,000.

Really encourage your users

In addition to offering something special to your users in exchange for registering, you should also take care of the motivational aspects. In most cases, users are asked to sign up for a newsletter by means of a text similar to “Sign up for our newsletter”, and that’s it. Obviously, this doesn’t generate additional motivation or provide added value.

You should go one step further, write interesting copy, and convey to your users the importance of signing up. To do so, you should convey some enthusiasm, making them feel that they are taking part in something special. This is the case of Storenvy, which conveys additional motivation (at least by comparison to most registration pages) by means of a simple approach.

Storenvy motivates us to sign up for their newsletter by means of a simple but carefully thought out design, conveying a clear message.

Storenvy motivates us to sign up for their newsletter by means of a simple but carefully thought out design, conveying a clear message.

The case of mySupermarket is similar, as the registration page makes clear what can be expected if you sign up.

mySupermarket makes it very clear that signing up in their website is very easy and also explains the added value of registering.

mySupermarket makes it very clear that signing up in their website is very easy and also explains the added value of registering.

 

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  1. hi great post ,

    I like the list. The topic are so helpful that it made me think of creating a blog about myself, even though personally I don’t know how to create one.

    thank you for sharing …..

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