Website registration and Website Login System design Error

Cisco's Web site not only sells its own top-end network equipment, but also sells a range of casual clothing and accessories, including Cisco logos, to people who come to the site, ranging from windbreaker to golf. But there is a problem with the website, that is, to browse these products with Cisco logo, visitors must register as a Cisco website users, which requires visitors to fill out a registration form.

Yes, you're right. Just to see those goods, you have to fill out a four-page, 45-point registration form (you have to repeat your job responsibilities twice, post once, and have good language three times, and all in English.) ）。 After registration, if you can find the way back to the page, you can see all kinds of products printed with Cisco logo, such as key chain or something.

There are a lot of business benefits to having visitors become your users. This way you will know who is using your site, how often they visit and what activities are on your site, and so on. You can keep the user's information in the future when they need to provide them with convenience, such as the user's order records, payment accounts, etc., they do not need to fill in the next purchase. You can also provide customized information and services for your users.

At present, we have repeatedly done a lot of usability testing, found that registration and login will always have a lot of problems. E-commerce Web site login and registration often scare visitors away, and the Customer service center received the call, ask these two questions are always the most.

Design allows users to accept the form of registration and login is a big problem, rough look is very easy, but there are many details of the problem, resulting in a simple and easy to understand the registration and login, but let users feel pressure.

The following are the eight common error designs for registration and login:

Error One: Put a login box on the first

Cisco allows users to log in to see what is being sold, because the site displays different goods and prices based on different users, such as some that are only available to Cisco employees (usually with very high discounts), and some products can only be purchased by Cisco-certified engineers.

Thankfully, most websites don't do that. In most Web sites, users do not need to declare their identities and can do a lot of things.

As a visitor, nobody wants to register an account for just one simple thing, like downloading a white paper or buying something online. In a recent usability test, one online buyer said: "I don't want to have any contact with the site, I just want to buy something." ”

It's rare to hear travel websites that have such problems. For example, when a user buys a ticket on a Midwest Airlines website, there is no need to register. Of course, the ticket users still need to enter their names and payment methods, but will not be forced to register a user, set a password.

Error two: Require users to log in prematurely

One of the problems with Cisco's Web site is that it requires customers to sign up or sign in prematurely, when they don't even see a single item. If the registration and login requirements are placed, such as by clicking "View Employee Discount price" or "checkout" and then display a different price, so that customers will be more willing to accept some.

Amazon has followed this golden rule, putting the login in the step that is possible. The customer goes to my account and can see all the available actions without logging in. In some cases, such as key shopping, customers do not have to log in, the site directly before the call stored in the cookie information to complete the customer's request.

Error Three: Do not inform visitors of the benefits of registration

Registering visitors is an imposition, and they have to take a good username and password for themselves and answer various questions in the registration form that are irrelevant to what they are currently doing. After registration, you have to worry about personal information leaking, receiving spam and other negative images on the Internet. Just take the time to observe the user, you will find that the most inconsistent is the registration link.

So what do visitors get in return for their pay? Midwest Airlines on the website, will be able to enjoy the benefits after registration on the right side of the login page: The usual voyage memory, participate in booking lottery, modify orders, 24-hour reservation, etc.

Error FOUR: The login button is not obvious

Netflix's old users usually go directly to their homepage, where they can view their current status and collect movie recommendations. Login is required when the cookie is deleted or the user changes the computer online.

The default page of the site is designed to recruit new customers for the main purpose, with a very eye-catching registration button on the page. The bad thing is, the login button is more difficult to find, such a design directly lead to the frequency of old users call the Customer service center greatly increased. This site solves the problem by changing the login button to be more eye-catching.

Error Five: "Create new Account" or "Forgotten password" button or link is not obvious

The Spirtit Air website is a good place to provide users with a convenient and efficient way to register their accounts and retrieve passwords, the failure is to put the above two features link in a drop-down menu, it does not look like a link. They expect users to read explanatory text, and no one is looking at it, and many users are unaware of the features that appear in that area and are always searching the pages.

Error Six: Do not place the login box in the key place

As far as we can see, many users try to log in only when they have to log in. Maybe it's because they don't want to distract themselves from remembering usernames and passwords, or they're too focused on what they're doing. When the login operation can reduce their current burden, such as the need to re-enter the payment information, they will not log in.

The first class website will anticipate such behavior, and provide the login box in time. Online travel company Wobitz (Orbitz) allows customers to smoothly into the purchase process, and in the range of preferences to set up a login window, customers can log in directly after the flight of the choice of the meal, the seat is by the window or aisle.

Error Seven: Let the user fill in too much information when registering

Web designers often make the mistake of thinking that since the user started registering, ask the user for all the information the website might want (Cisco uses a four-page registration form, one of which is to let users specify the number of items that appear on the search results page).

Users want to answer as few questions as possible. First-class site will allow users to fill in the user name and password (or just password, because some sites can allow users to register with the e-mail address), when needed, will allow users to fill out other personal information and settings options.

Error Eight: Do not tell users how the site will use the user's registration information

A white paper that only wants to download a job, but who is asked to submit a home phone number, asks, "Why do they want me to fill out a home phone?" "There is no doubt that the user will be highly suspicious.

When the Virgin America network asks the user for a cell phone number, home phone, or office phone, it explains to the user why the user is asked to fill out the phone number: "Sometimes we need to contact you, just in case please provide at least one phone number." ”

Midwest Airlines is more clear: "If your flight changes, we will call you, please provide a valid telephone number." "If there's a change in the flight, who doesn't want to know?"

Find out where the problem is

Designing a perfect registration and login operation requires a lot of input. The best way to identify problems is to bring active users, inactive users, and initial contact users to usability testing. After you've actually done the tests, you'll see a lot of similar problems right away (and maybe some other problems).