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Brian Kurtz <[log in to unmask]>
Tue, 6 Nov 2007 14:25:30 -0800
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Hi Susan,
 
I have a question about the report you mention below. My organization has a copy of the report that is copyright 2000. There is no version or reference date on the webpage you provide. I'm curious if the report has been updated since the 2000 version and what substantive changes may have been made.
 
Thanks
Brian Kurtz



> Date: Mon, 5 Nov 2007 09:35:41 -0800> From: [log in to unmask]> Subject: Re: Registration forms> To: [log in to unmask]> > http://www.nngroup.com/reports/ecommerce/checkout.html> This report is based on user studies (I am a co-author). It provides > design guidelines for forms, information and chunking the process.> > Our recommendation is to make registration optional, but to offer it > at the _end_ of the checkout process, so that people can simply > create a password and be done (all their other info has just been > entered while purchasing). It should be pitched as a convenience to > the customer for ease of shopping next time. At that point, people > can evaluate the benefit exactly, in terms of how much time it might > save re-entering their details.> > When registration is placed first in the checkout process for a > first-time buyer, it discourages people by asking for personal > information without showing the benefit first. Also if anyone fails > to register correctly or refuses to enter the required data, they are > unable to purchase. Registration-first makes people quite annoyed, as > does anything that seems like an impediment to finishing a task the > user is trying to accomplish. It is important to ask for as little > information as you possibly can, to reduce the chance of errors and > to encourage the person to give you the info.> > Godiva provides a fairly good model of checkout with optional > registration these days, although they could improve it by showing > the receipt at the end (so could Amazon). LLBean has a very good > process. LLBean also encourages people to log in or register if they > would like to save the contents of their cart to purchase later.> > The report also provides data and user quotes to support these > conclusions, many examples of good and bad form design, and how > design and checkout structure support purchasing or cause people to > abandon the process.> > Susan Farrell> > Nick Gassman asked:> >I'd be interested to hear of experience and research in the design of> >registration forms - and in particular, registration during the> >checkout process. Many companies do this.> >> > >- what are the main factors that will influence a customer's decision> >as to whether or not to register, or continue without registering, or> >abandon the purchase> >> > >Can anyone point me in the direction of online resources or books> >specifically on the subject of registration form design. I would also> >be interested to know if there is information available that we could> >purchase.> > -- > Nielsen Norman Group | Susan Farrell | User Experience Specialist | > [log in to unmask]> > --------------------------------------------------------------> Tip of the Day: Postings must be in plain text> CHI-WEB: www.sigchi.org/web POSTINGS: mailto:[log in to unmask]> MODERATORS: mailto:[log in to unmask]> SUBSCRIPTION CHANGES & FAQ: www.sigchi.org/web/faq.html> --------------------------------------------------------------
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