Chapter 4: Registration

March 2016

Registration is a way to connect with the user, expedite future conversion opportunities, and enrich the relationship moving forward. However, it's often a source of friction and can be a hindrance to conversion. We show you how to build a registration process that will get users to where they need to be faster.

(Continued from Chapter 3: Commerce and Conversions)

14. Provide clear utility before asking users to register.

Users will abandon an app that asks them to provide personal information upfront unless there's some form of immediate payoff (ordering a car service or food delivery, for example). In particular, apps with low brand recognition—or those in which the value proposition is unclear—must clear a higher hurdle when they ask users to register at the start of the experience. Only ask a user to register if it's essential. One common way this principle is applied is by providing guest checkout at the point of conversion.

Retail Nugget 1

15. Differentiate "sign in" from "sign up."

Many users end up taking the wrong action when attempting to sign up for an account by tapping on the "sign in" button, which then prompts them for a password. This often happens because users scan the screen quickly and assume that the first call to action that catches their attention is the correct one. Design a "sign in" and a "sign up" that are easily distinguishable from each other so users can get to where they want to go quickly.

Retail Nugget 2

16. Make password authentication a frictionless experience.

Users get annoyed when they have to go through an arduous, multi-step task to set up or reset a password. Reduce the risk of abandonment by simplifying the authentication experience. Minimize the number of steps required or use different authentication methods such as a third-party login or fingerprint touch login.

Retail Nugget 3
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