The Facebook Journalism Project series has shared a new set of tips to optimize the performance of signups and checkout flows for media publications.
The tips focus on publishing companies, but the notes apply for all brands that want to grow their email lists and boost their audience engagement.
Get a User’s Email Address
Facebook advises that quick and simple content are key if you want to get a user’s email address.
The goal is to capture an email address. Although some users will leave during signup, once they provide their email, you have a chance to follow up.
“Similarly, you don’t want to force users to immediately create an account – that adds an extra step of friction. Publishers should encourage guest checkouts, and once users have submitted their email address and actually paid, you can encourage them to create a login.”
At this point, you have to focus on the needed info to optimize the responses. It also offers a better way to manage conversations for users on mobile devices, as they have less info to provide on the go.
“People are on mobile. They’re prone to make mistakes,” ecommerce consultant Kunle Campbell said At the third Accelerator session in Menlo Park. “They might not have their autofill done enough. You need to get them to put in as accurate information as possible. Social logins can help.”
Facebook also notes that 86 percent of users hesitate to create new accounts when they sign up for a new service. To avoid this, you must enable social logins to address their concern.
The social network cites an example where The New York Times offers different options for signup. It optimizes their opportunity to gather email addresses and other contact info for their contacts list.
The interface seems cluttered, especially with the focus on speed and simplicity. Yet, the different options cover all the bases. And it offers an array of processes that make social logins more likable.
Make It Easy to Pay
For payments on subscriptions to publications, Facebook recommends publishers to offer as many payment methods as possible.
“At a minimum, you should have two, and ideally you should have three running and testing.”
This applies for ecommerce brands or online sellers. One-click purchases are a thing now, such that it has become a default, especially with 88 percent of mobile phone users navigating with one thumb.
Brands must offer different payment options to better their chances.
Design for Mobile
Facebook adds that brands must consider several mobile-centric features to help with signup.
Facebook advises the use of quick notifications if a user provides incorrect info. The company also pushes brands to ensure the right keyboard option displays for each field, such as letter or numbers.
Since mobile is the new default mode of connection, keep things simple and straightforward. It also helps desktop users navigate smoothly.
For more tips, check the full Facebook Media blogpost here.