Conversion is key to membership based business. The entire registration flow redesign was around the question: what makes them convert?
Social proof, also known as informational social influence, is a psychological phenomenon where people assume the actions of others reflect correct behavior for a given situation.
The application in this context are customer testimonials, and the logos of other big clients. So many people did it – it must be good.
Answer users questions
Often asked in the user testing, it’s free, why do you need my billing information? The answer is right there.
Yes, it’s a free trial, and we charge you only, 0 dollars.
The adoption of the VeriSign and BBB logos reassured the users one more time that, yes, it’s site that they can trust.
Other related research
“Conversion Rates: Small Design Tweaks that Make a Difference” IA Summit, Phoenix, AZ, April, 2010.