Dear Readers,

Less is more when it comes to sign-up flows. And yet, I haven’t met a marketing and sales team that doesn’t want to cram in required inputs like job title, company info, or the much-dreaded “how did you hear about us?” question.

This real-world case study shows one of the quickest ways a new growth team member can make an impact: streamline the sign-up flow and remove unnecessary friction. The strong conversion results may inspire you to push back on overstuffed sign-up experiences disguised as marketing flows.

~ Molly Norris Walker, Growth PM and GrowthDesigners.co Co-Lead

Alicia Cressall is an Ontario-based, active GrowthDesigners.co community member and staff product designer at Practice Better. Practice Better is the #1 SaaS company for managing medical and wellness practices including booking, billing, and telehealth features. The growth team is able to run continuous A/B testing across the platform with a user base of over 50,000 practitioners.

The Practice Better growth team has five members: 1 product manager, 3 devs and a designer (this is Alicia!) Practice Better uses Amplitude and Amplitude Experiments to run A/B tests and determine statistical significance. Alicia also builds a report of related metrics that she wants to keep an eye on (such as downstream effects like trial conversion.)

At Practice Better, the sign-up form was followed by a ‘Know Your Customer’ (KYC) form used primarily for marketing purposes, not onboarding personalization. Only 69.7% of users were completing the KYC. On top of that, new users were spending over 8 minutes on average to complete it.

Alicia and team saw the opportunity to reduce this drop off cliff. “We moved from a bunch of marketing questions in the sign-up flow, to a one-question-at-a-time flow that appears after sign-up occurs,” said Alicia.

Paid plan selection is a critical step in the sign-up flow and how Practice Better makes its revenue on recurring subscriptions. So the experiment was risky because some of the KYC data is used to create a personalized plan recommendation. Would moving the KYC form later, impact plan conversion?

Practice Better can still collect data after the user signs up, and the recommendations driven by KYC data aren't needed to help customers pick a plan at that stage.

+18.4% lift in sign-up conversion rate with a statistical significance of 97.8% after relocating the KYC form to after sign-up and plan selection.

This became the biggest success Practice Better has had in a product experiment to date.

Check assumptions about what is necessary. Paid plan recommendations based on data collected at sign-up… not necessary.

I’ve always been inspired by Swiss industrial design theory, which suggests design is complete when you’ve removed everything you can rather than added more. I’m guilty of asking in a design crit, “what am I missing?” instead of “what can I remove?” This case study is reminder to cut, cut, and cut again.

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Learn More - https://www.growthdesigners.co/school

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