Study on effective user registration procedure in business to business using web analytics

On a business to business B2B manufacturer website, web registration form is used to grant users access for web services. In this study, we have tried to identify quantitative difference in user registrations and factors for the difference using web analytics. We have observed and analysed web form in context and in its content perspectives. The analysis in context includes change in registration procedure and number of steps. Also, the analysis in web form content covers difference in questions being asked on the web forms. We have compared numbers of web user registration in pre-and post-web form modification periods. Then, we confirmed that change in context and content of web registration form increased rate of B2B user registration as a result.

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