Are you confusing your website visitors?

As a provider of email marketing services, I recommend to my customers that they should have a clear and simple approach to enabling website visitors to opt in.

tick-greenFor tick boxes on a website, a best practice approach is:
  1. No boxes to be pre-ticked.
  2. For the user to opt in to what they want to receive, rather than tick a box to opt out.
  3. To have a uniform approach. Ie. Do not have a mixture of “tick this box to opt in to X” and “tick this box to opt out of Y”.
A bad example is the one below on the Royal Mail website.

The first selection of boxes requires the user to tick the boxes if they do not wish to receive marketing from Royal Mail.

The second selection of boxes asks the user to tick the boxes if they do wish to receive marketing from third parties.

The problem with this is the second set of boxes requires an opposite action to the first set.

A busy or impatient user, having ticked the first set of boxes may well gloss over the instructions for the second set, and repeat the box ticking exercise, thus unwittingly opting in to receive marketing from third parties.

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