Online registration pages are vital to marketers. Offering too many choices or requiring too many steps, however, can lower conversion rates, result in bad data, and will harm overall marketing programs. A study reported by the American Psychological Association concerning employees choices of 401(k) plans supports this theory. The study discovered that when given two plan choices, 75% of employees at a certain company participated in the 401(k), but when given 59 choices, only 60% participated. The more choices given decreased the chance that a conversion occurred. In addition the research team found that the more options that were offered the more cautious people became and the more likely they were to abandon.
Here is how to get the most out of a registration page:
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