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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Registration and Multiple-Step Flows

Getting personal details from a website visitor via a single or multipage form is the key conversion goal for many websites in business-to-consumer lead generation and business-to-business arenas. In many cases the ultimate conversion action can be months away, or may be completed via phone or some other offline method. But the beginning of the process requires some kind of nonpurchase form-fills.

Ideally, if your sign-up flow is long and involved, you should split apart the initial mandatory registration elements from the rest of the “nice to have” sign-up flow. For example, an initial account sign-up on a dating site can be short, and a detailed personal profile can be completed later. Let’s first examine ...

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