5 Ways to Increase Conversion Through Commitment

by Peter Attia on May 30, 2012

There are a vast number of ways you can improve your conversion rate. My favorites are fixes are implementing commitment principles. These usually don’t require much effort and add a significant improvement to your conversion rate.

Basically you want someone to take a baby step into converting. After that, it’s harder for them to back out.

1. Allow Visitors to Start an Action Prior to Login

There are several instances where you’ll need someone to be signed in before they can complete an action. This is a huge turnoff to a visitor that doesn’t have an account.

To counteract this, you should give them the ability to start the action and then sign up after. A great example, is how Yelp lets you write a review prior to logging in.

Yelp Review Process

Most people won’t notice the log in requirement until after they’ve written their review. Since they’ve already used a precious 1.3 minutes out of their time to write their review, it will be hard for them to abandon their quest.

2. Push Email Requests to the End

This is an easy one. People are very protective of their email addresses. If you have a sign up process, make sure they email field is not at the top of the form. If people see this first, they’ll abandon ship. However, if you ask for this after they’ve already filled in various other information they will be committed enough to give it up.

uShip Registration Process

In this example, the email request is right at the top, deterring people at first glance. If they moved their email request to the bottom of the form after the other fields, they could see a significant improvement.

3. Offer Incentives to Create an Account

This is mainly for sites with guest check out. If you would rather have your customers create an account, offer them free shipping with account creation. They’re already invested into buying anyways, and this little incentive is enough to make them go all the way.

This is a good one to use if you have significantly more data you can collect from a full account.

4. Ask for Minor Information on Your Landing Page

You want your landing page to be as minimalistic as possible while staying informative. However, in situations where it’s expected that you’ll need to input information to proceed, it can be ok to ask for a few things.

An example of this is quote requests: it’s impossible to get an estimate without some basic information. By asking for some minimal information up front, people get committed to filling in more information on the second page.

Budget Van Lines Landing Page

Be sure to make those fields pre-filled on the next page. People get annoyed at having to input the same information twice. It’s like when you call customer service and you punch in your account number just for the rep to ask you for the same information again.

5. Tease Them with Free Functionality

This is a great one for tools especially. Let someone use the product for free, but show them what information they’re missing without an account.

That concept is easy enough to grasp, but to make this work, you need to hide any mention of limited functionality until after they’ve used it. If you mention it beforehand, they’re much less likely to try it at all. Open Site Explorer and Woorank both do a great job of this.

Open Site Explorer Teaser

Both of these sites don’t tell you that you have limited functionality until you’ve already seen some awesome data. This makes visitors want more.

Quick Tip

Any time you’re using a site and something bugs you, write it down. It’s a great way to find things to A/B test for your own site. Even the smallest of changes can increase your conversion by drastic amounts.

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