User Registration Processes: Double Opt-in success rates

6 May 2008 - 10:38am
6 years ago
1 reply
818 reads
Gail Swanson
2008

Can anyone direct me to research on drop out rates for online systems that require a user to click a link in a verification email to complete a registration process? So far the only research I've found is related to email marketing. The system I am working on requires the user to be more actively engaged in the application and therefore I don't think the email research is applicable.

Comments

6 May 2008 - 9:39pm
Jared M. Spool
2003

On May 6, 2008, at 10:38 AM, Gail Swanson wrote:

> Can anyone direct me to research on drop out rates for online
> systems that require a user to click a link in a verification email
> to complete a registration process? So far the only research I've
> found is related to email marketing. The system I am working on
> requires the user to be more actively engaged in the application and
> therefore I don't think the email research is applicable.

Hi Gail,

If you poked around MarketingSherpa.com long enough, you might find
something.

However, saying that, I have 5 words for you: Lies, damn lies, and
statistics.

I wouldn't rely on outside stats about how someone else's design
might've worked. I'm going to guess your situation is different enough
that any statistic of what happened on another site would be
practically useless.

Instead, I'd do a combination of A/B testing and usability tests. The
usability tests would tell you what the actual experience is, while
the A/B test will help quantify the experiential outcomes. (I wouldn't
do one without the other -- you'll only get half the picture.)

That's my $0.02.

Jared

Jared M. Spool
User Interface Engineering
510 Turnpike St., Suite 102, North Andover, MA 01845
e: jspool at uie.com p: +1 978 327 5561
http://uie.com Blog: http://uie.com/brainsparks

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