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

3. Provide in-line privacy reassurance. Just 11 sites (24 percent) provide privacy reassurance near the sign-up box. A few others offer a link to the privacy policy, but that forces the visitor to click off to a page of legalese and disrupts the sign-up flow. You don’t need many words to reassure. Danskin does it in 10: “Your information is safe with Danskin’s privacy protection. Privacy Policy.” (Then, readers can click on “Privacy Policy” if they want to read the full policy.) Your company handles e-mails appropriately, so remember to tell visitors you do — right next to the sign-up box.