Contents 1 This Page Is Currently Under Construction And Will Be Available Shortly, Please Visit Reserve Copy Page 1.1 General Rules 1.1.1 Maximising Completion 1.1.2 Maximising Completion

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General Rules

• Fast-track your prospect to the application form: no more than 2 clicks to apply is best [source: Online Acquisition Best Practice, March 2008].

Maximising Completion

• Online application forms should be intuitive and easy to use [source: Interactive Best Practices for Airline CoBrands, May 2007]

• Don't overcomplicate online application forms - they should only request the essential data necessary for the application so as to minimise abandonment [source: Interactive Best Practices for Airline CoBrands, May 2007].

Maximising Completion

• 'Apply Later' pop-ups should be served upon abandonment of the online application form (allowing the user to apply later increases application rates) [source: Acquisition Best Practices].