Comments on: User registration – not the way? http://heisel.org/blog/2004/05/27/user-registration-not-the-way/ Musings for those in the media who grok, grep, and otherwise get the Web. Mon, 05 Mar 2012 15:21:00 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Jay Small http://heisel.org/blog/2004/05/27/user-registration-not-the-way/comment-page-1/#comment-43 Jay Small Thu, 01 Jan 1970 00:00:00 +0000 http://sandbox.heisel.org/?p=110#comment-43 <p>Your "new UR" isn't far from the reality of more advanced registration systems already deployed.</p> <p>My company already targets advertising based on expressed interests and related behaviors on site. As a consumer, the more you use our site, the more relevant the ads should be to you. And we're not the only ones doing that.</p> <p>I agree that we, and many others, should do more to match the questions we ask to obvious customizations of our sites. Again as a consumer, if you want certain types of information sorted certain ways and presented in priority over less-useful types, we should be asking you questions that help us determine how to do that.</p> <p>And you would then expect to complete a registration process, even WANT to do it, because the payoff is intuitive and clear.</p> <p>So I agree, philosophically, that current registration schemes appear in customer experience as more a barrier, less a motivated request for personalization. We're getting there, though.</p> Your “new UR” isn’t far from the real­ity of more advanced reg­is­tra­tion sys­tems already deployed.

My com­pany already tar­gets adver­tis­ing based on expressed inter­ests and related behav­iors on site. As a con­sumer, the more you use our site, the more rel­e­vant the ads should be to you. And we’re not the only ones doing that.

I agree that we, and many others, should do more to match the ques­tions we ask to obvi­ous cus­tomiza­tions of our sites. Again as a con­sumer, if you want cer­tain types of infor­ma­tion sorted cer­tain ways and pre­sented in pri­or­ity over less-​useful types, we should be asking you ques­tions that help us deter­mine how to do that.

And you would then expect to com­plete a reg­is­tra­tion process, even WANT to do it, because the payoff is intu­itive and clear.

So I agree, philo­soph­i­cally, that cur­rent reg­is­tra­tion schemes appear in cus­tomer expe­ri­ence as more a bar­rier, less a moti­vated request for per­son­al­iza­tion. We’re get­ting there, though.

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