Reducing form abandonment with persona-driven progressive registration
Agency: Toolhouse
Background
Biovonix Professional is a pharmaceutical site with 1.5 million annual visitors where healthcare providers can sign up for email communication, order patient education materials and product samples for their clinics. Their previous registration form was too complex, had a high abandonment rate, and required fields that were not applicable to many users. As the lead UX Designer on the project, I worked closely with the strategy team to propose a different registration experience that advocated for user needs while meeting the business goal of increasing registration completion.
Three distinct personas–one flexible registration and sign-up experience.
After a discovery and data analysis phase, the strategy team identified three unique user types that were coming to the registration page, based on their desired tasks: users who wanted to sign up for email communication about products and research, users who wanted to order brochures and education materials, and users who wanted to order product samples.
A progressive registration/sign-up experience that aligns with the user’s goals.
With our three personas in mind, we created a dynamic registration experience that only requires the user to provide the amount of personal information necessary to complete their desired task. The more value the user will receive, the more willing they are to provide the necessary personal information.
Once the health care provider has opted-in to some amount of communication, Biovonix can use that communication to provide value and offer additional opportunities for the user to complete full registration.
Personal information requested is equivalent to the value provided to user.
Wireframes
In order to better express our thinking to our client, I created a series of wireframes for each user persona’s unique experience of the registration/sign-up form.
Wireframe A:
Email Communication Only (sign up). Prompts users to create an account after signing up, but it is not required, and allows them to reset email communication preference.
Wireframes B:
Order Education Materials (signup) requests information needed to deliver materials.
Wireframes C:
Sample request/ full registration requests data required to register for Biovonix Professional and receive product samples.
Results
The progressive registration strategy proved its value: when implemented, conversions increased by 28%. By asking only for the information each task required, we removed the friction that had caused abandonment—users who just wanted email updates were no longer blocked by shipping fields meant for sample orders.
Work Contributed
- User experience strategy
- User experience design
- User interface design
- Information Architecture
- UX Narratives