Register that thing: Why should users register with you?

Why do Web users register? We don't have much to discuss about this problem at ordinary times. We often simply in the idea of how to simplify the registration process, how to start from the details of the care to avoid the user registration error information caused by the frustration, carefully analyze which items users must fill out, what to fill, how to protect the user after the registration of the security of the account and so on.

I think, to make clear the motives and purposes of user registration, effective guidance, and then on the registration page with these registration motives and objectives for optimization, and product core function, is a good product with the registration system.

Facebook miraculously captured real-world data registrations for more than 500 million users worldwide. As the world's most successful social product, the secret is simple, the relationship between users in the online expansion of the real relationship, through the Facebook link has become a lot of areas outside China's normal. You want the people you focus on to know who you really are, and you want to know the real side of the people you care about. This through the personal dynamic information as well as the personal information page at a glance direct display, eliminating the "What are you doing recently?" "What movie are you watching recently?" "What a nice album lately?" "Do you have a boyfriend?" "And so on conventional issues. This kind of fast enhances the friend, the lover mutually understands the product characteristic, the user certainly is willing to contribute unreservedly all.

Twitter-like microblogging products, and Facebook has a similar feature, although not the need for real personal data, but based on the rapid sharing of information society, quickly know what happened to friends around, the user registered naturally without hesitation.

Watercress also as a good community dating products, its product positioning is clear, that is to find like-minded people on the above. Early watercress in the "see movie" and other print media on the publicity, the use of precision segmentation is the user's interest, which in the middle of countless can not find in the real life of the congenial "literary youth", the number of users to become the leading "small fresh" distribution center. Although Watercress founder of the first positioning of watercress, is about the reading of books to share, but later found that like to watch movies, listening to music users significantly more than reading, so the product is constantly in music and film to make optimization.

A book, an album, a movie tends to spawn more users with common user attributes. This relies on like-minded mutual understanding of the mechanism, often more than the reality of mutual care to the reliable, users through registration can not only find more of their favorite cultural products, can also make more like-minded friends, why not?

For NetEase News Such a portal, the user registers the scene to be much less initiative. Therefore, only when you speak freely, you may want to register, so the purpose of registration is very simple, just for speaking.

The FT's Chinese web site is one of the more common websites I have in addition to NetEase news. I recently found that in reading the above article, the text of the article will be randomly inserted as a hint, like I see the portal basically do not comment on users, see such "inducements" (although careful thinking is not much of a benefit), Or did not hesitate to register.

We have a rough analysis of the user registration motivation and registration of the scene. Will find that the same registration, in fact, for users of different product registration requirements, products to obtain information is significantly different.

The main purpose that a user can obtain from the registration operation is to be able to log in. Therefore, all registrations require a username and password, which is the simplest registration. But an account to consider security, consider the convenience of user login, often need a username (or nickname), a mailbox (in view of domestic user habits, domestic products may be more inclined to mobile phone number) and a login password.

As long as the user "can log in on the line" of the registration, the products that users naturally enjoy most, and those that only require user login information (such as Twitter), also achieve a user's need to align with the product's business needs (the user is logged in just to publish information and view other people's information, which is the function of Twitter).

Twitter registration

Wide Island Registration

Wide Island registration is also "can login on the line" typical, as a "light blog", the essential function and Twitter similar, also omitted the password confirmation. As for the security of omitting the confirmation password, statistics have shown that a successful password entry at the time of registration is not a problem at all.

Most Web products are not just content to allow users to log on. Of course, when registering, achieve only lets the user "can log on the line" the goal, then after the registration lets the user perfect the information is one method, but involves the product business core function demand, the product registration process does not want the maximum convenience user to compromise.

Will users be afraid of registering for personal information? This goes back to one of the topics we explored at first: What do you have to do to get users to fill in these things?

When it comes to Facebook, Facebook can actually make it easy for users to fill in real data when they register, the biggest of which is the functional positioning of the product's core-the real social network, where users log on to Facebook and want to communicate with their friends. The registration information fill in the demand and the user anticipated product demand is consistent, fills up does not because fills the content to be too many or involves the sensitive personal information (certainly needs the friendly reminder to dispel the suspicion) and abandons the registration.

The interesting thing is that Facebook, the originator of real social products, does not need users to fill out their geographic location when registering, but to do it after login as an option, initially feeling a bit puzzled, but think about the location of Facebook, and the nature of your best friend is the people you know, Do not fill geographical location can also achieve product core function, this is the past.

Facebook Registration

Sound Yue Taiwan Registration

Music Yue Taiwan as a video to share and exchange videos of the site, the registration is more humane, but still asked for the user's sex and birth date. However, registration has been prompted for the purpose of registration: to be able to fill out their own property information to obtain more and better MV recommendation. This is consistent with the user's goal of recording the platform, so this is also easy to accept. However, the authenticity of these data can not be compared with Facebook, is it possible to pinpoint the purpose of user interest? I doubt that.

And the registration of watercress is basically "can login on the line" registration mechanism. In addition to the basic login information, simply require the user to fill out their geographic location (accurate to the city). This is completely convenient for users to make friends with the city and participate in the city activities need, belong to the core function of watercress.

and sound Yue Taiwan similar, watercress is also through user attributes for the user recommended content, why not to fill in the bean paste similar to the date of birth information? Watercress recommendations are based entirely on what you are interested in (even for some users interested in the common interest is the most important way), so no need to consider the user's age. This point can be used for reference.

Watercress Registration

The limit for registering your personal information must not be much less than the FT's Chinese web request. Do not believe you can see:

Financial Times Chinese web registration

This registration is very challenging, ordinary users are not interested in the content of the site, I am afraid not many people are willing to register it. Of course, this is the site's own choice. Unfortunately, I am the "atypical" user.

I had a little bit of a comb. The relationship between the registration mechanism of the website and the positioning of the product, just want to find a good fit point in the registration process and product positioning. A website registration is good, and can not simply depend on the number of registered content, but the product itself is the function of the registration of the user to provide information, not because the registration information is too little to achieve the core function of the product, Do not let users fill in information that is not even available through the backend user stats.

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