User data order during light signup

12 Nov 2009 - 7:55am
5 years ago
3 replies
742 reads
robenslin
2008

Hi IxDA'ers,

I'm working on a project that captures user data for a newsletter
signup. The only mandatory field is the email address. We also ask
for name, job title and company name too.

My question:

If email is the only required field and we, as a business, want the
best conversion, does order of these fields matter?

Is the natural mental model name first then related information after
that?

Thanks,

-- Rob

PS. Is there any research to support either options and which have
better yields?

Comments

12 Nov 2009 - 9:16am
Luis V. Aguila
2009

I think the required email field should come first, followed by the
optional name, title, company in that order. But why not do some A/B
testing? Then you'll have data relevant to your specific audience.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Posted from the new ixda.org
http://www.ixda.org/discuss?post=47354

12 Nov 2009 - 6:04pm
robenslin
2008

Thanks Luis,

I agree that A/B testing is a definitive feedback mechanism for
maximum success whether user-preferred or not. I was hoping that a
'standard' accepted mental model existed?

The argument might be that we'd (business team) prefer to have a
smaller conversion number with a more comprehensive data set than a
huge number of conversions with email addresses only?

My form goes live tomorrow when I'll implement A/B testing.

Cheers,

-- Rob

On 12 Nov 2009, at 07:16, Luis Aguila <luis at 5thsun.com> wrote:

> I think the required email field should come first, followed by the
> optional name, title, company in that order. But why not do some A/B
> testing? Then you'll have data relevant to your specific audience.
>
>
> . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
> Posted from the new ixda.org
> http://www.ixda.org/discuss?post=47354
>
>
> ________________________________________________________________
> Welcome to the Interaction Design Association (IxDA)!
> To post to this list ....... discuss at ixda.org
> Unsubscribe ................ http://www.ixda.org/unsubscribe
> List Guidelines ............ http://www.ixda.org/guidelines
> List Help .................. http://www.ixda.org/help

13 Nov 2009 - 10:36am
Luis V. Aguila
2009

Hi Rob,

I haven't seen any specific research on this but, if this form is to
sign-up for a newsletter, then I would argue that getting the maximum
number of email addresses should be your goal, regardless of the
optional data. You can always try to convince people to update their
profile later in some way, or do survey, but at least you'll be able
to start that conversation, rather than having no point of contact at
all.

Good luck with your testing, I'd love to hear what you found out!

Luis.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Posted from the new ixda.org
http://www.ixda.org/discuss?post=47354

Syndicate content Get the feed