UX & Localization: Deeping into Registration Forms - part 2

In the second part of this series devoted to signup forms and their localization, we will explore the details that can make a difference in onboarding new users. In the previous article, we emphasized the importance of titles, descriptions, and CTAs in landing pages and registration forms to encourage readers to take action.?

This week, we will look at some techniques to deal with the fear and anxiety of potential customers, the pros and contras of signing up with a social media profile, and some details to enhance the overall user experience. These details apply wherever an action is required, such as making a purchase, subscribing to a newsletter, or a plan.

Dealing with fear and anxiety

Even if they find your online product very interesting and in line with their actual needs, some users might be hesitant to subscribe due to certain fears.?

However, there are some ways to address and overcome these mental blocks. One effective method is to include an extra microcopy element that provides the following information:

• Clearly state if there are any hidden costs involved. For instance, if you offer a free trial, specify whether credit card details are required, and explain how to cancel the subscription or trial period.
• Explain how you will use their data. People are often careful when it comes to sharing their personal information, so let them know if they will receive any newsletters or promotional emails. Additionally, consider adding an option that allows users to choose whether or not they want to receive these types of communications.
• Reassure users by letting them know how long the registration process will take and what data is strictly necessary. By doing so, you can help them feel more comfortable and confident in subscribing to your online product.

You cannot address all their sources of anxiety in one or two sentences, so you will have to pick some of them. Base your selection on the users' preferences, which you can easily define in the testing phase.

Here is an example:

At the bottom of the Substack signup form, they address the user's fear of having to pay for the service. They stress in bold that publishing will remain free unless users decide to charge for subscriptions.

When localizing your product, it is essential to keep in mind that the new audience might not share the same fears. Therefore, it might make sense to conduct a new test to have a clear idea about their needs and redefine which one to address.

Let's take a look at the Mailchimp signup form in both English and Italian:

The English version contains an option to opt out of the automatic newsletter subscription. At the bottom, they reassure their future users that Mailchimp is GDPR compliant. The message is reinforced with an image and a link to learn more about the topic.

The Italian version is effectively localized and very similar to the English one. It adds a warning at the bottom that some Mailchimp parts are available only in English, but they are working to support more languages. This message helps users to make a conscious choice.

Signing up with Google or a social media profile

When designing a signup form, only ask for the necessary information. This will shorten the process and users will be more likely to complete it.?

Another way to make the process shorter is to allow users to sign up using their Google, Apple, or social media profiles. However, this option may make new users anxious as they are sharing personal information.?

To reassure them, let them know that you will not post anything in their name and explain how you will protect their data. You can even add a link with more details on the topic.?

It's important to note that this option should only be used if the data you need can be extracted from the social media profile.?

If you require more detailed information, it's best to use a two-step registration process. This involves only asking for necessary information in the initial signup phase and allowing users to complete their profile later in their reserved area.

Role and usage of labels and placeholders

Labels and placeholders are important components of signup forms, as they help new users insert their personal information. Typically, such forms contain an email field, and sometimes additional fields, such as a username, password, country, or first and last name.?

Using both a label and a placeholder might be redundant for common elements and clutter the design. Therefore, you can choose to use only a label or a placeholder for a cleaner design, as seen in the example of the Miro signup form.?

However, before making a decision, it's important to consider your audience. Do they need an explanation or are they familiar with the information? This will help facilitate the signup process.

Conclusion

In the world of online business, user onboarding is critical to success. This exploration into registration forms has provided insights for optimizing the sign-up process and enhancing the user experience. By addressing user fears and anxieties through microcopy elements, such as clarifying hidden costs, data usage policies, and registration duration, businesses can build trust and confidence with potential customers.?

Offering the option to sign up with social media profiles can streamline the process, but it is equally important to reassure users about their data protection. Carefully considering labels and placeholders in sign-up forms is also crucial to improving overall usability.

In essence, optimizing registration forms requires a thoughtful approach that considers user fears, form efficiency, and localization nuances. By implementing these insights, businesses can create a positive onboarding process and achieve their goals. With the right approach and attention to detail, businesses can enhance their online presence and build lasting relationships with customers.