I'm working with a pretty big client reassessing the effectiveness of
their consumer Website and the business model behind it. As we're
getting into the analysis, we're finding that one of the big leakage
points is account sign-up. Of users who start the registration
process, only 40-50% successfully finish. I suspect that this could be
a quick usability win for the client, but I don't have a good sense
for what the range of sign-up conversions might be. I wonder whether
consumers' innate fickleness, privacy concerns, and short attention
span could mean that 50% will drop out regardless of usability and
other factors that the client can influence.
So, a colleague suggested that I try tapping the collective expertise
of the Interaction Design Association. Any perspectives on this issue
or the drivers for conversion rates? Any rules of thumb on what the
range of best to worst conversion rates might be? Ballpark benchmarks
for major consumer portals or commerce sites would be particularly
helpful - the client likes to hear name-brand comparisons. The most
relevant comparisons would be free, relatively low commitment services
like MyYahoo, Amazon, Gmail, etc.
Hope everyone's doing well and enjoying the nice economy.