4 Types of SaaS Registration
So you've spent marketing dollars, time and all your creativity on bringing that customer to your website. Now she needs to sign up, learn and start using your product and hopefully start paying for it. We all know how hard it is to acquire a new user. We also know how hard it is to convert a user into paying customer. But what about registration? What about that simple step that clients have to complete in order to even get to try your product? It turns out that this is one of the most crucial steps. First-time users usually do not know your story and purpose, and often, do not understand your value proposition yet. Registration is your product's first impression. Have a bad first impression, and you won’t have the last impression to make. 40%-60% of those who signed up never come back again.
There are four major types of registration: enterprise, standard, light and lazy registration. If you know another one, please comment. Many companies moved from one registration type to another over the years. In this post, we're going to talk about those four registration types and their pros and cons.
Enterprise sign up is basically a contact form. It might be a contact form for a qualification call or sign up for a demo. This way or another, the main goal of this type of registration is to learn as much as possible about a prospect before onboarding.
Enterprise registration is excellent for onboarding big customers. Every big company has it's own wants, needs and work style. An organisation structure is also different, and thus there are different sorts of influencers and decision-makers. We have to know who they are before trying to sell them, onboard and help to achieve their goals with our solution.
Also, early stage B2B startups make great use of this kind of registration. The idea is very simple - onboard every customer 1-by-1, make sure they've got the best support, understood the product and loved it. Sam Altman said, "It's better to have 100 users love you than 1 million kinda like you." Enterprise registration type resonates with this idea very much. It may take months before a company could move on to self-serving registration and customer onboarding. But by then, they will know exactly who their customers are and how the company can help them.
What we need to pay attention to? Even though a customer is not signing up, he is giving his contact details and potentially time. He won't do it if we will ask for more than he is motivated to provide. Thus, in the form, we should be asking the minimum amount of information while having enough to learn about the leads.
Balloonr is a platform, based on science and research, to address how humans actually share information and make decisions. The platform levels the playing field and removes the most costly cognitive biases (groupthink, gender bias, anchoring, etc.) from collaboration, decision-making, and innovation. As a result, organisations are able to accelerate time to wisdom, de-bias decision-making, gain access to otherwise unreachable insights, and foster an idea meritocracy. Used and trusted by Fortune 50 companies, startups, leading hospitals, and top universities.
Balloonr is doing a great job using enterprise registration. You cannot sign up but only ask for a demo. In the form, there are five fields: person name, company name, email, phone and seat number. I personally wouldn't ask for "desired number of seats". It's hard for me, as a user, to think about a number of seats, before seeing the app or demo. The rest of the form is a minimum amount of information every prospect would provide.
The most common registration flow. A simple form that asks for an email, password and maybe some other details like name and product-specific data. After that, there is an email verification step. Some companies also include an option to sign up via social platforms like Facebook, LinkedIn, Twitter, etc.
What’s great about it, is that we get so used to it and giving email, name and some other details before seeing the product sound fine. Moreover, we do it almost automatically and don't really think about the process until it hits us with some inappropriate questions. And that is the downside of this signup type. "fine" is not always works. It depends on industry, brand and persona. It's easy to miss a potentially good customer by requesting from him for too much.
Vimeo is a video-sharing website in which users can upload, share and view videos.
Clean and clever registration form. It says "join" instead of "sign up". Which basically means the same but sounds less formal and obligatory. Vimeo also allows joining via Facebook or Google (email). That gives a simple solution for creating both personal and business accounts.
One of the option to solve a registration friction problem is to make it lighter. With light registration, customers can create accounts with an email only. Some products let you in so you could play with the app. Others use it as a first step of “standard” registration.
What’s great about it is that it's asking for so little, you cannot resist. No password, no personal details and contact information. Just an email which you expected to give anyway. Completing this first step gives you a feeling of early success. It motivates so much, users ready to do and provide even more.
The downside is that it usually makes the registration process more confusing. Asana is a great example of such confusing registration flow. It starts by asking email only, but then it has another eight screens with forms and "inappropriate" questions.
Lazy (or soft) registration allows customers to play with a product before creating an account or giving anything in advance. That’s obviously doesn't work for all products. It also very tricky and requires a nearly perfect onboarding and product UX.
What’s great about it, is that customer can get value before giving anything back. Risk-free, a user can play with the app as long as they want. But once he’s ready to sign up, he is very motivated and ready to give more info. Works better for new and unknown companies. TypeForm and WebSiteBuilder used it once, but change the model to “standard”.
The downside of this type of registration is that you have no second chance. If a customer didn't get the value, you cannot contact him and propose some help or motivate him to try again by sending some marketing emails. You simply have no second chance.
Moqups is a streamlined and intuitive web app that helps you create and collaborate on wireframes, mockups, diagrams and prototypes - for any type of project. Founded in 2012 it has an awesome functionality and provides great value for the price.
Moqups allows to try the app and play with all its functions before creating an account. Since the navigation and functionality are very intuitive, lazy registration works great for the company.
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Whatever registration type you choose, it has to be aligned with your personas mental models and perceptions. It won't work the same over time, so we have to analyse and test it all the time. One thing to remember is that this way or another it's always about user's motivation and product's obstacles. Keep increasing motivation, reducing friction and provide value.