E-commerce Insights:Improve Your E-mail Sign-up Process

Start the sign-up from the homepage, preferably above the fold. Prospects should be told the benefits of signing up, and be reassured that their e-mails will be kept private. They should be able to reach the e-mail form in, at most, one click, with no confusion, bugs or irrelevant choices. Provide them with clear confirmation of success, thanking them for signing up and offering some immediate benefit. Don’t force them to provide extraneous data. Allow them to specify what content interests them, provide the option of RSS subscription and send a fast e-mail confirmation.