Nothing ruins a good window shopping streak like early registration. We can all agree on this point because we’ve all been there and done it – either checking in early without conviction, or leaving a website without getting what we want.
Several websites start pestering users with registration after a few minutes of crawling. Registration is important for user authorization and authentication, but what is more important is the stage where it is required.
Many users switch websites when they are bombarded with long registration forms too soon. Potential users leaving the site without fully interacting with it are not favorable to conversion rates.
The solution to this is lazy registration. In this article, we are going to discuss what it is and what it can do for your website.
What is lazy recording?
Lazy registration, also known as soft registration, allows users to explore the site before asking them to register. In this way, the user can interact with the site, the products and the services it offers. The site may store data while the user is browsing. The stored data can further assist with the recording.
Users are more likely to sign up without any hesitation once they familiarize themselves with the website. The other thing that requires a user to register are the additional benefits that come with registering; these services generally require payment at the time of registration.
How can you benefit from a lazy recording?
When it comes to monetization, Lazy Registration is the best of both worlds. It allows you to collect key information about your users before applying for a credit card number or email address, but does so behind the curtain so that their experience is not ruined.
If you allow users to try out your site’s features before signing up, it’s important to make the process as easy and, more importantly, quick as possible. Letting them know that they can sign up later if they want more features or subscriptions is a good way to keep them loyal to your user base. However, keep in mind that the longer a user has to wait to use something, the less likely they are to see the full benefits of registering or purchasing a product.
Give a reason for the reader to become a member. Better yet, set a registration deadline. With that said, let’s decode a few other benefits of Lazy Registration.
Users have the option to log into the website
When users aren’t required to register right after opening the website, they have the option to explore it. It works like a gate lifter. By exploring, users can get used to the interface.
Once users are happy with your website, you can ask them to sign up. If users know the site and like it, it won’t take a long time to log in.
A common example is online shopping websites. On these websites, customers can continue to shop for long periods of time, and registration is only required when they like something and add it to the cart.
Lazy sign-up also helps retain potential customers by ensuring they don’t leave due to early sign-up resulting in a higher conversion rate.
A richer data collection
Lazy recording allows for better data collection. Allowing users to use the site before registering gives them time to get used to the site, and while users are busy exploring, the system begins to collect data based on their choices and activities. .
You must have noticed that you keep seeing advertisements for the product or service that you want, even when you are not actively looking for them.
So many times when you buy a product, the sites show you similar products or products that you might like. There are comparative tables of similar products from different brands. Many platforms require you to sign up for their newsletters which work for both educational and promotional purposes.
You may have experienced this even without signing up for an account. So how is it going ? The system is always looking for user data, and as you scroll through a website, usually without thinking, the system continues to analyze your preferences and activities.
There are differences in the purpose and type of data collected in the two processes i.e. recording and in-depth analysis of a user’s activities.
Data collected during user authentication and registration includes personal information such as name, contact, age, and payment information when subscription is required. These details are used to create an account, while information collected by observing a user’s activities shows their choices and preferences which are used for brand engagement and personalization.
Progressive profiling is the process by which you get information from the user less directly, such as rewarding specific actions, using pop-ups, requesting minor details through easy-to-fill forms, or asking them to sign up for your newsletter. .
This way, you can gradually build a profile for a user without being overly intrusive or arrogant, which in turn benefits registration. How? ‘Or’ What? If users continue to provide information about themselves and their choices at different stages, it alleviates the need to fill out registration forms.
That’s not all ! The main benefit of progressive profiling is personalization. Once you have all the information you need about a user from progressive profiling and user analysis, you can work to make the experience even more personalized for the user.
If your potential users get what they want from your site which is a hassle-free registration and a personalized user experience, congratulations, you have new customers. This results in more conversion and customer retention.
Times have changed, customers now have a myriad of options. If they don’t like what you serve them, they’ll move on to a company that does. User experience is one of the main factors that decide whether a potential user will become a loyal customer. That’s why this should be your number one priority. This is where lazy recording can work wonders for you.
Deepak Gupta, CTO and co-founder, Connection radius