When site visitors pull out before buying

Today I looked at a website for a client who’s offering a free two week trial - but losing 90% of the people who start to complete the sign-up process.

How often do we question why someone is actually there in that sign-up process? Do we assume that their motivation is to buy? I suspect that the 90% of my client’s visitors who bombed out were in fact using the ’sign up process’ to look for information - and reassurance - that his site had failed to provide for them. If that’s the case, then focusing on the information up to that point as well as improving the ‘confidence’ element by grounding the site with real people, a sense of geography and interconnection with the wider world should see an improvement.

October 5, 2007 | Filed Under business insight, marketing 

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