A Content Analysis of Registration Processes on Websites

The proper implementation and design of registration pages is a crucial consideration in the development of websites for two reasons: First, users often navigate through them to receive future marketing communications. Second, advertisers can gain valuable contact information through registration processes that allow them to customize marketing communications. This content analysis investigates the implementation and design of such processes by comparing the registration processes established by large and small websites, as well as websites of pure play companies versus click-and-mortar companies. Differences emerge across several variables. The results have implications for advertising researchers and practitioners and suggest some registration process best practices.