[e-dard]

So that you provide as little friction as possible to getting people to sign up. For example, with your current button I was reluctant to press it because I would assume there would be a big form on the other side. However, I'm more likely to sign up for more info if it's only an email required.

[phames]

You've inadvertantly highlighted a UX failing of ours - that's not actually a sign up form!

We ask for your first name so you can meet The Prof; another thing we're wrestling with, how to introduce that (non-standard) experience in a clear way...

[citricsquid]

"All we need is your name to show you a preview", or "You won't need to enter anything else unless you purchase". Emphasise that the name is all you need, I think that would solve the issue.

[phames]

Thanks, but I actually think we need to be even clearer. It should be obvious what to do without reading anything. And if high-functioning HN users are making that error, your average Boots customer almost certainly is.

Unfortunately there isn't an obvious affordance for this sort of interaction (that I've yet come across) - it looks like an email signup, when in fact it's more like 'play a game'...an interesting challenge...

[madcap]

I'm just thinking out loud here. One approach is to replace the green Try It Now button with an image of the Prof, under which you say "Hi. I'm the Prof. What's your name?", following by text field and green button. Then experiment with what the green button says.

It would be interesting to see if a vague 'what's your name' approach, rather than a specific direction with a stated outcome, wins in a split-test.

[phames]

Nice idea - we would need to connect the headline explaining the programme with the Prof more clearly, but that's pretty easy. Will work it up, thanks!