Situation
A SaaS company offering project management tools had a high drop-off rate in their subscription sign-up funnel. Many users started the sign-up process but abandoned it before completing their registration.
Task
The objective was to optimize the subscription sign-up funnel to increase the number of completed registrations and reduce the abandonment rate. We mapped out the entire subscription sign-up process to identify where users were dropping off. This included analyzing each step from the landing page visit to the final sign-up.
Action
Based on the detailed analysis, the following steps were taken to boost the sign-ups:
Streamlining the Sign-Up Process
We simplified the sign-up form by reducing the number of required fields and breaking it into smaller, more manageable steps. We also added progress indicators to show users how many steps were left.
Implementing Trust-Building Elements
Added trust-building elements such as security badges, customer testimonials, and money-back guarantees to reassure users about the safety and value of their subscription.
Improving Form Validation and Error Handling
Enhanced the form validation process to provide real-time feedback on errors and ensure users could easily correct mistakes without losing their progress.
Optimizing User Experience
Ensured that the sign-up funnel was fully optimized for all devices, addressing issues such as small touch targets and slow load times that could hinder the user experience.
A/B Testing CTA Buttons and Offers
Conducted A/B tests on different call-to-action button texts and placement, as well as testing different introductory offers (e.g., free trial versus discounted first month) to see which combinations led to higher completion rates.
Results
–50%
+30%
+20%
The optimized subscription sign-up funnel led to a 50% reduction in drop-off rates and a 30% increase in completed registrations. Simplifying the form and adding trust signals resulted in a 20% increase in conversion rates.
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