Secondly, this page doesn’t consider the 4 different buyer personas. For example, a humanistic persona wants to see the people behind this company and the people they’ve helped. It would be worth testing the addition of a testimonial with a strong story about identify theft and how All Clear protects them. And the methodical persona wants to know the details of what he’s getting. Maybe this is all on other pages of the site, but it’s worth testing having it on the sign up page as well. The quick decision makers, the competitive and spontaneous personas, can’t skim the form quickly because the flow isn’t intuitive.

I agree with several of the comments above, as well:
– focus on benefits and how they’re relevant to the user
– emphasize the free trial, not the $14.95 cost
– replace the additional members fields with a plus sign, which allows people to add as many additional members as they want (currently, it seems they are limited to 2. What if they have more people in their family??). And what if they don’t have a redemption code? I assume the question mark next to that field explains what it is, but I wonder whether that’s like a coupon code, which practically tells people to leave the site to find one…
– terms and conditions is not a step
– reduce or eliminate the intro sentences and integrate the age requirement into the form, itself
– on step 2, what happens if that address has NOT been my primary address for 2 years? And why does that matter?
– what happens when I press the continue button? The text should be more descriptive so users know what to expect.
– the BBB logo should be more prominent, along with any other trust symbols that tell users that this is a reputable company that can be trusted with personal information — like an SSN!
– they should read Steve Krug’s book, Don’t Make Me Think, because there are too many areas that aren’t intuitive, and that make me wonder what they mean or what is going to happen

This is a great example of how professional design does not equate to persuasion! Thanks for putting it out there and generating good discussion fodder!

Where it’s most jarring to me generally is the left-to-right direction of each of the areas on the form. It would be more natural if it was more top-down. Especially if you use the tab button on your keyboard to go to each field. If you click tab on one field, you might not know where it will end up next.

Also the left-to-right format causes a bit of overload. You feel that you must take in all of the information in each area before you can understand it enough to fill it out and that takes extra brain processing power.

Additionally, they could improve the number of input fields by joining some of them together. For example, if the “name” fields don’t need to be that way, it would be better to join them. This is also important because not everyone’s name follows the first, middle, last order. People from some other different cultures don’t follow that format.

Also, some of the labels are not directly above the fields and that could cause confusion. At the top, Relationship is not at all above the selection box and below on additional members it’s a little off too.

And, I’m not sure if this qualifies as a friction issue exactly, but it would be a good idea to indicate ssl security somewhere since they are asking for a social security number in one of the form fields.

Finally, a quick confirmation about the plan they are purchasing right on top of the continue button where the dollar amount button is would go a long way in assuring people that they picked the plan they want.

– No need to have the form appear longer by having fields for additional members. How about a “Add a member” button that expands? That would be better than giving me 2 and the option to “remove” them.

– I like seeing the numbering of the form sections horizontally at the top, not vertically. It makes it appear to be more concise and I don’t have to scroll all the way down to see the end of the form.

No one’s reading the top paragraph. Replace it with a single headline, “Get ready to breeze through security lines with your AllClear ID free trial.” Remind me why I’m giving you all my information.

I would make the Primary Account Holder’s information area all the same background color. If they want to offset it from the background of the entire page then make the area around the name the same gray.

Take the fields all into a single vertical column. Darting back and forth across the page with fields that are different lengths causes lots of eye confusion.

I would take the $14.95 per month text box and turn it into a confidence building badge on the side of the form. Then reverse the text in it. Make “30-day Free Trial” the large text, and “$14.95 per month after trial” the sub-text. I would also use this badge before users land on this page to create consistent scent. So visitors know they are following the right trail.

Bring the “Account Information” under step two under the Primary Account Holder’s info area.

I would paginate the form so after entering the primary account they have the option of clicking “Create Another Account Member” OR “Continue”.

Though I would not use the word “Continue” for the button text. I would let the user know what the next step is? Is there a credit card needed? If so it should be “Enter Payment Info” with a sub-text of “We will not charge your card until the 30 days have ended and we will send you a reminder email before we do.”

I would add a SSL Encryption confidence building badge, along with moving the BBB sticker up into the badge column running along the right side.

Get rid of the last blue text box “Current Amount Owed: $14.95” and the sub-text under it. That’s stoping me from hitting continue. It should be a confidence builder, not a destroyer.

I might even put a small headline under the “Continue” button (after it’s improved of course) reinforcing why they are signing up, “Ready for Takeoff?” or something along these lines.