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Blog, Mailing Lists

The importance of the Opt-In: How to create an effective registration form

4 November 2013 Jordi Puig Comments Off on La importancia del Opt-In: Cómo crear un formulario de registro eficaz

Existen  2  reglas  básicas  que  hay  que  tener  en  cuenta  cuando  creamos  un  formulario de  registro:
1.  Cuanta  más  información  solicitemos  al  usuario,  menor  será  el  número  de  registros. Dicho  de  otro  modo,  debemos  facilitar  al  máximo  el  proceso  de  registro   con  el  fin de  aumentar  el  ratio  visitas/registros.
2.  La  regla  nº1  ha  de  convivir  con  la  regla  nº2  según  la  cual,  cuanta  más información obtengamos  del  usuario  (datos  de  contacto,  empresa  a  la  que  pertenece,  sector  de actividad,  etc.),  más  cualificado  estará,  mayor  conocimiento  tendremos  de  él  y  por ende,  más  personalizadas  y  relevantes  serán  las  acciones  de  marketing  directo  que llevemos  a  cabo.

Una  buena  práctica  consiste  en  hacer  convivir  estas  dos  reglas  mediante  lo  que  se denomina  el  registro  progresivo.  En  una  primera  instancia  el  usuario  puede registrarse  dejando  información  de  contacto  básica  (Nombre,  email,  código  postal).
Una vez hecho el registro, es importante que reciba un email automático en el que:
– Se le solicita la confirmación del registro (de este modo, sabremos que el email de todos los usuarios que han confirmado es válido)
– Se le dirige a un formulario en el que, de forma opcional, podrá ampliar los datos de su perfil.
Os dejamos un ejemplo:
kiabi-formulario-de-registro

Fig.15 Ejemplo de registro progresivo de Kiabi.es

 

  • Formulario de Registro
  • Opt-in
Jordi Puig

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