Hi everyone, I'm Krista Seiden,
Analytics Advocate at Google and today in this
Quick Tip video I'm going to tell you
what you might want to look at to test
if you have a signup flow on your website.
So with that let's go ahead and jump right in.
On your screen right now
you can see the Google Analytics
solutions website. This is our marketing website.
Specifically we're on the
Analytics 360 Suite page, and you can see
here that we have a big green button
that says Talk To Sales. Now when you
click that big green button you are
taken to our signup flow or our contact
form for going ahead and submitting your
information to talk to a sales representative.
It's actually in two different screenshots here
because it's a fairly long form.
So that's kind of a good idea of what one type of
signup flow might look like.
Another here is the G Suite website,
and this is where you can get docs and drive and all
these different products to use for your
own businesses. So you can see in the
upper right-hand corner they have a big
green button that says Get Started.
Now if you go ahead and click that
Get Started button you're going to be taken
to a signup flow that is actually 3
different pages in 3 different steps,
and there's a progress bar going across the top.
So you can see here that's step 1,
and then once you go ahead and hit
next you get to step 2, and finally step 3
where you would go ahead and agree and
sign up for a trial of G Suite.
So there's a couple of different examples of what
signup flows might look like on different websites.
Now let's go ahead and look at a couple of different
examples of what you might want to test
if you have such kind of a signup flow.
So if you do have a signup flow on
your website you're likely looking to
collect as much customer information
as possible without losing a lot of
people along the way of that form.
So things that you might want to look at is
simplifying text or bullet points,
changing CTAs on that form. I know for
the G Suite page we often look at
different CTAs to get people into that form.
Right now it says Get Started.
Previously they'd had different
CTAs of Try Now, Start Free Trial, and so on.
You might want to look at especially
for forms like this reducing the number
of fields required. Now oftentimes in the
sales process you need to collect a
certain amount of information to be able
to have your sales teams go ahead and
contact potential lead, but if you can
reduce the number of fields, every field
that you're going to reduce is likely
going to increase the number of actual
conversions of submitting that form.
You can also try reducing the number
of pages or steps in that process if you
have a multi-page signup flow
in adding or removing a progress bar
because oftentimes that progress bar can
have real impact on letting people know
how much more they have to complete
before they can actually sign up.
Another great tip here is to use Google
Analytics to find areas of drop off.
So back to the Google Analytics site
and that contact form for talking to sales there
this is actually the event
tracking that is implemented on that form.
And you can see what I've done here
is I've implemented each field First Name,
Last Name, Job Level as you go down
that form to fire when somebody has gone
ahead and put their texts in that field,
and I've sorted this report based on unique events.
So you can see it's
actually pretty nice funnel as they move
down through that contact form with one
exception down at the bottom
before submit or after submit, and that is
the Region and this is because this is
an optional form field.
There's a couple of interesting things here though that I
see from this data. So if you look at
line 9 in particular, the submit line,
you can see that the total events is
2905 whereas unique events is 569.
So that actually lets me know that there
might be something going on here in this form.
People are clicking that submit
button over and over but they're not
actually able to submit.
That could be because they're not filling out all
the fields, or that, you know, they're
trying to submit before they're ready.
And that's actually the case. What we
found out when we do a little
investigation was that it wasn't clear
to people that a lot of these fields were
required. So they were skipping them
hitting submit
and then they weren't able to progress.
So what we did was we went ahead and
made that little asterisk that said it
was a submit field more prominent.
And we could have tested that, we could have
done a number of tests here to try to
get people through that process with a
little more ease.
Another thing that you should look at,
if you have a multi-step signup flow like
the G Suite page, is potentially reducing
the number of steps into a single page,
and this is a task that they actually
ran while back going from 3
separate pages to 1 page, and there's a
lot of different things that you want to
consider here. Obviously there's still a
number of steps that people need to fill
out on that one page form.
Things to think about would be if you show the
whole forum at one time because it might
look kind of long, or if you go ahead
and as they complete a section show
another section of that form.
So cool things to test for your signup flows,
and it's going to be really web site
specific whether or not they work for
you or they don't.
So few other signals to look for if you
do have a website with the signup flow.
Conversion funnel drop off. I think I've
covered this pretty well already
in this section, but definitely analyze
the different steps of your conversion
funnels and see if there's one area that
really might be causing trouble for your
customers to get through, try optimizing that spot.
Keywords, using your Adwords
keyword data to find high converting
keywords and using that same
messaging on not just your landing pages
but also into your signup flows can
really help in that consistency of
messaging to bring people all the way
through that conversion process.
And then finally, monitor high performing traffic
channels and target specific test content
towards those traffic sources.
So there you go,
I've given you a few different examples
of what a signup flow might look like
and several different examples of
what you might want to consider testing
if you do have a signup flow.