81% increase in user sign-up rate for a SaaS company as a result of implementing a new user flow that demonstrates value earlier in the conversion funnel.
Localizer.co is a SaaS company that allows customers to translate a website into any language by adding a snippet to the website’s source code. The service is especially useful for companies that plan to expand into new markets and need local language versions of their site.
Our task was to increase the user registration rate for the SaaS and, as a result, generate more paying customers.
By looking at the user flow, we found that the home page was the most popular entry point into the signup flow, i.e. the home page was where most users started their signup process. We then found that the sign-up flow was very inefficient: only a very small proportion of users who started the sign-up flow, i.e. clicked on the “Try Now” call-to-action (CTA) on the home page, completed it. This meant that the vast majority of users who started the conversion flow didn’t complete it.
Consider this analogy: 100 people enter your restaurant, and 90 of them leave after opening your menu. Ouch! We decided to fix this funnel flaw.
The design of the control signup flow (from home page to registration):
We found that the most significant traffic leak in the signup flow was generated on the signup form, which is activated after the user clicks on the “Try Now” CTA on the home page.
We examined the form analytics and found that the majority of users were not even interacting with the form. User testing and user surveys showed us that users didn’t understand what they would get as a result of signing up, i.e. the value of signing up wasn’t clear.
We also discovered that users found the signup form to be overly demanding: the form asked for too much information at such an early stage in the conversion funnel.
To address all the issues identified in the analysis and optimize the signup flow, we had to overcome the following user friction points:
To communicate the value of signing up for Localizer, we decided to optimize the entry point of the signup flow – the homepage – and the signup UX.
On our alternate home page, we asked users to enter the URL of the website and the language into which the website should be translated. After users click the “See Your Translation” CTA on the homepage, they are taken to a signup form. The trick here is that we display the signup form on the background of the already translated website. This signup UX was crucial in visually demonstrating the value of signing up for Localizer.
The design of the alternate home page and the signup flow:
Since Localizer didn’t have enough traffic and conversions to run an A/B test, we implemented the new signup flow on 100% of the traffic and measured the results on a “two weeks before and two weeks after” basis.
We took precautions to minimize the effect of external factors such as changes in traffic composition and seasonality.
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