While website design is about many different things, there is one aspect that is most important of all: designing a website that attracts, appeals to, and engages with each company’s target audience.
Knowing what that target audience is looking for can be tricky, but there are a number of techniques that provide valuable insight; an SEO consultant may look into common search terms, while a web developer may look at user experience. However, there is another way to gain insight: simply ask your audience.
There are many ways that an ecommerce business can ask their target audience for information. In content marketing, for example, this could be creating website content that poses a question, or dares to be controversial, encouraging feedback and discussion. Another great way is through sign up boxes.
Sign up boxes are a frequently used tool used by web designers. Not only is this tool a way to gather visitor data, but it also acts as a ‘call to action’, giving visitors a slight push to take the next step. However, for ecommerce businesses looking to include sign up boxes as part of their website design, there are considerations that must be made to find the right balance between data gathering and user experience.
Designing a Sign Up Box
As an ecommerce businesses looking to learn the most about your customers as possible, it’s tempting to design a sign up box that delves into many different areas and gathers a large amount of data. However, with internet users becoming wary of sharing too much, and with ‘Generation Z’ users being more likely to share personal information with a pet than with a business, how much is too much?
Some say that an email address should be the only data gathered from a sign up form, but in terms of insight, this really doesn’t provide an ecommerce business with very much useful information. Instead, a happy medium seems to be 3 input fields, abiding by the well-known ‘8 second’ rule of attention; users are typically happy to pay attention to a part of a website for a maximum of 8 seconds — no more.
If necessary, sign up can be a 2-part process, with further information gathered during the second stage. Businesses may find they are more likely to gain further in-depth information at a secondary point, when a user has had more time to learn about the business and determine both credibility and reputation.
So is less really more? Not especially. It’s more about finding the right balance in your web design.