Conversion analysis: directions


I just couldn’t resist showing this tiny piece of a non-profit website.

Wouldn’t a check box next to “Please don’t show my name in your printed thank you material?” do a better job? Now that I’ve looked at it 15 times, it makes perfect sense but when I first read it, I felt like I had to parse all the negatives.

Robbin Steif

Our founder, Robbin Steif, started LunaMetrics in 2004. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a Diamond Award for business leadership. In 2017, Robbin sold her company to HS2 Solutions and has since retired from LunaMetrics.

  • Nic

    I’m not aware of any really strong argument for checkboxes instead of radio buttons in yes/no situations.

    Rather, what I think always needs to be kept in mind is that labels should be verbose. In the checkbox situation, the directions are, or at least should be, the same as the label. In the example you post, there’s no reason you couldn’t have one line with a radio button that says “Yes, please include my name in printed material” and another line that says “No, don’t include my name in written materials.”

    So basically, you can clean this up but still keep the radio buttons, IMHO.

  • Sorry, I didn’t mean to imply that the check boxes were better than the radio buttons, simply that “yes” was a poor answer to a negative question. Your solution is a good one. Robbin

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