lynda.com trial registration pages

Conversion is key to membership based business.  The entire registration flow redesign was around the question: what makes them convert?

Social proof

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.

Affirmation

Yes, it’s a free trial, and we charge you only, 0 dollars.

Security

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 DifferenceIA Summit, Phoenix, AZ, April, 2010.