King 5: horrible registration example

When you run a web site, you never want to ask people for more information than you have to. If you’re signing them up for an email newsletter, you only really need their email address, and that’s all they want to give you.

King 5 is a local Seattle TV station. To register for things like being able to see some content, and junk like that, you have to provide:

Email address
Confirm it (bleah)
Confirm password

That’s reasonable enough.

Then it requires:
First Name
Last Name
Year of Birth

So immediately, in that first section, that’s too much information that you can be fairly sure they’re going to use to go out and buy up your demographic data. THis is then followed by (still required):
Select your favorite hobbies or interests. Check as many boxes as you would like

and still more personal information.

Zip Code
Typically, how do you get your copy of a local newspaper?

If you weren’t convinced something fishy was going on before, well, this should set off all kinds of alarm bells. Telephone number? Really? What possible reason do they have for requiring my phone number?

It’s crazy. I suspect King 5 must suffer a massive abandon rate. There’s nothing they could possibly keep behind such a registration wall that would justify me giving up that kind of information (unless I make it up).

It’s almost as bad as their newscasts.

One thought on “King 5: horrible registration example

  1. Matt

    The abandon rate is most certainly massive; most likely in the 95% plus range. I used to work for a big Seattle based internet retailer that is named after some river, and believe me, every piece of the order confirmation pipeline was scrutinized in A/B testing. Ask for ONE tiny superfluous piece of info, and the order abandonment rate jumped.

    It’s always the local media establishments (local TV stations and newspapers) that have the worst registration requirements. Will these people never learn? Or are they content to have a few hundred dedicated readers, rather than thousands or more? Their marketing departments are very much stuck in their analog mindsets.

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