This Thursday, i happened across a company named Dealotto (http://dealotto.com). They put different images, icon sets, etc… up for sale in a sort of lottery type thing with a set top price. e.g. this icon set could be yours for $5-$25. Some sort of automagical process happens and you end up paying $19 (varies) for the icon set. I am guessing the theory is some people will pay too much, some too little but it all balances out for the designer who was selling it. Anyway, thats not the point.
I used the service and tweeted “Hmmm, I love the design of @Dealotto but the registration form raises a few #ux flags for me (dealotto.com/register/)…” I then followed that up with “cont… would be interested to know what the exit rate of that page was #ux”. To my surprise 5hrs 39mins later @Dealotto replied with “@paulwheatley Thanks, any tips / suggestions for improvements?”.
So finally after my many, many moans on Twitter about #ux problems, a company has contacted me back and asked for my suggestions around what might be done. So i guess, i should put my money where my mouth is, huh?
Let me start by saying, I like the service they offer and I think their site is a lovely design, the following are simply the ‘flags’ I referred to in my tweet. Everything i suggest here should be throughly AB or MVT tested and not just taken as read! (to be read as “please don’t sue me if this doesn’t work or has a negative impact”). Equally, i would be interested to know if Dealotto try any of my suggestions and what impact it has.
To begin with, when you land on the register page on a 720×1040 display (a not uncommon resolution), this is what you see…
Lots of stuff taking up room on the page, the customer has already clicked through 3 links to get here (Home, Login, Register) you are making them work. Drop the image and move the lower part of the page up.
As far as I can see, you cannot get to the register page without having went through the login page, and clicked on ‘Register’
Why are there 3 large area of (albeit pretty) typography telling the user to ‘Signup for a free account.” and “Login or Register”? They have already decided to do this.
In the top bar the customer can see 3 icons with login beside them
What are these icons? I am on the register page, they are next to a login button, can I login using my facebook and twitter account(s)?… No, these appear to be links to Dealotto’s Facebook and Twitter accounts. Why are they beside the Login box.
Also, while we are here, what is this?
Does it refresh the page? it’s with the login box, does it have something to do with that?
No, it tweets a link to the current Dealotto offer (assuming you are logged into your Twitter account). um, thanks.
Okay, so now onto the part of the page you are needing here, the register box…
On the left is the login box, as with above, i cannot see a way to get to this page without having seen the login page and selecting to ‘Register’ why are you presenting the login box to me again?
The login box’s presence here also shows a little issue with the difference in styles between the 2 forms here. The login box is standard form fields, the Register form is given the look of a postcard.
It is not immediately obvious that you need to click on the dotted line. At first you would be forgiven for thinking you need to print it out and post in. Generally forms should look like forms, ‘Don’t Make Me Think!’ the title of Steve Krug‘s book and a basic usability principal. If the customer stops, even for a second, you have to make sure that the design change that you implemented to force them to think was worth the possible drop off at this key stage.
Next, the button or ‘Call to action’…
It looks ‘greyed out’ or inactive when compared to the bold use of purple in the header…
When i first used this form i stopped after filling in my details and checked them over believing that i had done something wrong as i expected the buttons color to show an active state to allow me to proceed, it did not.
Again, don’t make the customer pause and wonder what they did wrong, it encourages drop off.
Finally and these two points are nothing to do with the registration process, its just things i wanted to point out.
Considering my above points around not using form fields when (in my opinion) they are required. The site goes on to use form fields when you wouldn’t expect them.
On the ‘Account’ page, you are given ‘Invite URLs’ to share with your friends to gain discounts from future deals, but the URLs to share are in form fields…
And in the payment method, it is clear that you accept PayPal, no problems there. But why are you showing Google then scoring it out?
When you hover over Google a tool tip appears…
It now explains that you are no longer accepting Google Checkout but really, what is the benefit to this? The location of this negative message is a bit too ‘front and center’ for me, but I understand that this may have been implemented due to a high volume of calls/emails asking if you supported Google Checkout.
I wouldn’t suggest either of these would give much, if any, drop off. Just pointing them out.
So thats it, happy to do a more in depth review if you want, simply DM me.