Opening a trading account on the broker’s website: 5 tips to increase lead conversion by 150%

According to the UTIP Studio research, having a simple sign-up form on a broker’s website can increase the conversion of leads by 150%. On the contrary, complex login procedures with numerous fields and complicated displays might confuse your potential customers. 

In order to get more registrations on the trading platform, follow the tips presented by the UTIP company below.

1. Minimize a number of fields in the form

A trading account opening form should contain a minimum number of fields: username, phone number, email and password. You can reduce this number, if the trading platform’s functionality allows you to do so. Website visitors are usually intimidated by complex and incomprehensible electronic forms. That’s why limiting these fields can be a great way to reach a prospective client. Odds that the user will complete and submit a form are quite good. 

The Admirals’ sign-up form has only four fields that must be filled in

If there is a CRM system, analytical service, or any other platform that requires a significant number of fields to be completed, ask a website developer to create a multi-step form. For example, step #1 might be submitting a phone number, while step #2 can be entering a name and email, etc. Therefore, the main task, with a user filling in all the necessary data, will be accomplished. Once a person decides to make this easy step, one usually goes all the way to the end.

A step-by-step registration form on the FXOpen website

2. Make a user-friendly interface of the sign-up page

When it comes to creating a trading account, you should try to minimize the design effects on the sign-up page. The easier the registration form looks, the better it would be for the website owner. There is no need to deflect a visitor’s attention by using advertising banners, corporate information, or widgets. 

Take a look at the minimalistic design of the login page on the Alpari website

3. Provide assistance on every move 

It’s a great idea to help users, if there is any difficulty with the account registration. Some people are in a hurry to fill in the fields and do it incorrectly. One way to solve the problem is to provide short hints in the form. Whenever a request is rejected, a customer will see special pop-up windows that explain how to proceed. So, no help desk staff is being involved.

If the issue cannot be addressed in a standard way, visitors should reach out to the technical support team. Place their contact information next to the form. However, the best solution might be giving a right to the help desk staff to register trading accounts in the event of a website failure. In this way, you will increase your lead conversion. 

Register a trading account with Saxo: technical support contact information is given next to the form

4. Create the button “Open an account” to attract new customers

Website visitors have to navigate through the account opening page. Place the button “Open an account” next to the elements of the most frequent user interaction. 

Here are some examples of how to place this button on the broker’s website:

• Install it on the first level of the home page.
• Allocate the “Open an account” button on the page with trading analytics, near the financial widget section.
• Insert the button on the page that displays information about the trading platform and the company’s contract specifications.
• Place it on the advertising banner located on the sub-pages of the website.

The account opening buttons on the Ameritrade home page

Buttons for opening an account should be bright. Other keys are better to be neutral in color. This method prevents clients from being distracted. Their labels must imply a specific action, for example, “Open an account”, “Sign up”, “Start trading”, “Start making profit”, etc.

In fact, buttons placed at the top of the website or next to the financial widget section generate more clicks. That’s where the MarketCheese economic calendar with a built-in “Open an account” button comes into play. This option can be installed on your website, providing important news feeds for both first-time investors and professional market participants. Placing this widget on the broker’s website is a great way to attract more traders and increase your lead conversion.

The MarketCheese economic calendar

5. Ensure the form being integrated with a CRM-system

If the sign-up form is not compatible with the CRM-system, you will probably lose leads. This is especially true for brokers who attract high volumes of traffic to their websites. Connecting a CRM-system to the trading account sign-up form enables incoming leads to be delivered automatically to the client base. 

Make sure to use a CRM-system adapted for fintech business. One can get it from their trading platform developer. For instance, UTIP provides access to this system for all clients by default. In addition, our team is able to integrate the UTIP CRM into customer websites for free. Therefore, the company’s clients are able to focus on their business instead of implementing complex technical solutions on their own. 

The UTIP CRM meets major customer service challenges faced by a broker

To find out more about website development for Forex brokers, contact the UTIP Studio design team, or leave a comment below.