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

6. Provide a dedicated sign-up process. On 37 sites (82 percent), the e-mail sign-up process only handles e-mail sign-up. This is a good design because it reduces complexity for the visitor. A few sites — probably to save a few lines of code — recycle management screens (“manage your e-mail” or “manage your account”) for e-mail sign-up, which is bad design. When a visitor wants to sign up for e-mail, provide her a dedicated screen to do exactly that. Recycling functionality leads to confusion.