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This is an excellent summary posting to CHI-WEB. Here is the summary, as originally posted:

1. Keep the application as short as possible and cut out *anything* extraneous-only request information imperative for completion of the app.

2. Definitely provide the ability to complete the operation online, without requiring interacting with a human and preferably in a single session, as savvy users will be counting on this and any other provision will not really fulfill the expectation set by an "online application"

3. Provide an "escape" option so that users can opt out after giving minimal info and then have a phone call for people who are confused, frustrated or don't want to give all the info online. (Be aware that there is the potential to confuse users so make sure that the design avoids creating two options/paths to achieve this.)

3. Provide prominent access to a toll-free number so that all users are reassured that they can speak with a live customer service representative, should they need to.
4. "remember that registration, or account setup in your case, is an unfortunate side-effect of conducting transactions on the web (from the user's point of view) and unless the experience is painless, quick, and provides a real benefit, many users simply will not bother." -Jeff Parker