I'm running a niche dating site and I'm working on improving our conversion rate, which is not bad (about 15%), but can always go better. Our registration consists of :
I'm losing quite a few people on step 3 (about 40% of people who complete step 2 don't go on to complete their profile).
I'd really like some ideas what I can do to :
1 - I have the email addresses of people who stopped at step 2. What can i do to entice them to come back and complete their profile ? I tried a competition (iPad competition, like everybody else :)) but that didn't work very well.
2 - What can I do to reduce the loss of people between steps 2 and 3.
I've attached images showing the pages of step 3
Three things that immediately spring to mind are:
My guess is that the first issue - the amount of information - is the biggest problem. But some A/B testing should let you know for sure.
I agree with Adrian that the amount of info looks daunting. Also that the banner ads draw the eye much more than the actual registration.
The other thing that occurs to me is that people may give up on the unstructured questions (Profile headline and About yourself). If they don't know what to write and are not highly motivated, they could opt out here.
You could try:
I wouldn't ask for a profile right away. If someone wants to fill the profile you can provide a link to do it, which I'm sure you do anyway. Since your profile is a lot of selects you can show one select per page as the person browses around. You can even start to ask that before the user enters an email address and registers.