Improving Unbounce's Sign-up Process
The goal of this project was to increase the number of new trial sign-ups by improving the overall user experience of the sign-up process. It was a collaboration between the team and with our in-house conversion rate optimization expert, Michael Aagard.
Michael approached our team with these problems that he formulated by observing users go through the sign-up funnel:
- High drop-off rate at more than 70%
- Intrusive, inconsistent and sometimes misleading error feedback
- 13 surprise fields within the sign-up funnel
There was no sign that it took three steps to complete the sign-up process. Most potential customers dropped off when the form unveiled hidden sections after completing the first step. There was also no cohesive system feedback and sometimes users were left in the dark when an error occurred like a declined transaction. We validated these issues by looking at Google Analytics data as well as combing through community feedback.
We kicked off the project by mapping all the areas that were mentioned in Michael’s research against the old sign-funnel. Our hypothesis was to make small UX improvements to reduce form abandonment and improve registration completion.
These were the solutions we included in the scope of this project:
- Manage user expectation by adding progress bar that highlights the difference between account and billing information
- Add a confirmation page when user successfully signs up for an account
- Make the sign-up survey optional
- Use Google Maps API to speed up address input
- Better system feedback with concise guidance and error messages
- Bonus: Create mobile responsive experience despite low mobile traffic to account for the rising usage of smartphones
I used Lean UX approach from designing the interface to usability testing. Working directly with a UI developer, I was also able to quickly bring my design to a functioning prototype.
The layout was done strictly in wireframes so that I could focus more on creating a design system for the inline feedback and user guidance.
I tested the new sign-funnel with in-house stakeholders ranging from fellow designers to department heads to match the wide variety of Unbounce’s customer base. With the advantage of testing a functioning prototype, I used the RITE method to quickly fix any problems identified by our testers and made changes to the prototype prior to the next participant. The last three testers verified the changes were a success by not reporting any issues with the flow.
Two weeks after launching the new sign-up funnel, new trial sign-ups were up by 13%. We also installed HotJar so we could see how the users were interacting with the new form, which we closely monitored for a month and made tweaks based on that data.