Project Context
Problem
The sign-up page had a very low conversion rate despite significant investment in SEM traffic, resulting in wasted marketing budget and missed opportunities to convert leads into users.
Solution
By independently analyzing user behavior with Fullstory and redesigning the flow in Figma to consolidate from two pages to one with fewer fields and real-time error validation, I achieved a 450% increase in mobile conversion rate and 50% increase in desktop conversion rate while reducing overall errors by 61.7%.
Audience
All website traffic from the marketing site and SEM campaigns needed to convert through the sign-up page.
Project Type
Full-time Professional Experience
Constraints
Limited developer resources led to pushback on implementing OAuth options like “Sign Up with Google.”
Time Frame
Dec. 2022 – Present
My Role
User Experience Researcher
UX & User Interface Designer
Team
Interdisciplinary Versium team
Project Breakdown
01
Problem Context
The sign-up form was split across two pages with 15 fields, creating a lengthy and error-prone process. Users often encountered errors on the second page, requiring them to backtrack to the first page to make corrections, leading to frustration and high drop-off rates.
Mobile users experienced significantly higher drop-off rates compared to desktop users, highlighting a critical level of friction for mobile visitors.
Conversion efficiency on mobile was markedly lower than on desktop, emphasizing the need to address disparities between platforms. These inefficiencies underscored the opportunity to streamline the process for all users and improve overall usability.
Figure 1: The two-page sign-up form requiring immediate market segmentation (B2B vs B2C) before users can proceed. This multi-step process with 15 total fields created critical friction points, particularly when users selected the wrong category and encountered validation errors on the second page, forcing them to navigate backwards to the first page which resulted in high abandonment rates (measured in Fullstory).
02
Research Process
I utilized digital experience analytics from Fullstory Segments to identify user behavior patterns and common errors. I also collaborated with developers to enhance Fullstory’s tracking accuracy for users with ad blockers in their browsers.
Fullstory insights showed high drop-off rates on both desktop and mobile platforms, with mobile visitors experiencing significantly higher drop-offs compared to desktop visitors.
Synthesis
Using the insights from Fullstory, I identified key user pain points. For example, users who entered a consumer email on the first page often encountered an error on the second page, disrupting their flow.
Mobile visitors showed a higher drop-off rate compared to desktop visitors, but desktop traffic exhibited consistent friction points. The analysis also revealed that mobile visitors experienced lower conversion efficiency initially, but significant opportunities for improvement existed across both platforms.
Figure 2: Sign-up flow diagram illustrating two user pathways - traditional email verification (top) and single sign-on authentication (bottom) - with decision points, error states, and the complete user journey from initial registration through trial conversion and subscription.
03
Design
I redesigned the sign-up process to address user pain points. The new design reduced the number of pages, cutting form fields by 33%, and introduced a single-page form option.
Error handling was significantly improved with clearer feedback messages, guiding users to fix mistakes efficiently without needing to backtrack.
For mobile users, the interface was optimized for smaller screens to reduce friction. The design was iterated in Figma, ensuring alignment with both user needs and technical constraints identified in the research process.
Figure 3: Redesigned sign-up flow featuring a streamlined single-page layout with reduced form fields and real-time error validation, demonstrated through interactive Figma prototypes.
04
Deliverable
The final deliverable was a fully redesigned sign-up experience integrated into the platform. This included:
- A single-page form with fewer field options.
- Improved error handling with clearer feedback messages.
- A streamlined flow to reduce drop-offs.
The prototype was created in Figma and handed off to developers with clear documentation, ensuring smooth implementation and adherence to the design vision. Post-launch monitoring through Fullstory and analytics provided detailed insights to validate the improvements.
Outcome
The redesigned sign-up experience significantly improved user engagement and conversion efficiency:
Desktop Outcomes:
- Traffic: Increased slightly by 1.75%.
- Account Creations: 32.63% relative increase in forms completed.
- Activated Users: 50% growth in users who logged in and verified their email.
- Conversion Rate: Improved by 50%.
Mobile Outcomes:
- Traffic: Decreased significantly, but account creations increased by 62.7%.
- Activated Users: 290% growth in users who logged in and verified their email.
- Conversion Rate: Improved by 450%.
Error Reduction:
- Mobile errors: Decreased by approximately 71.5%.
- Desktop errors: Decreased by approximately 37.1%.
- Overall error reduction: 61.7%.
Early user feedback highlighted the simplicity and intuitiveness of the new flow. The enhanced error handling reduced frustration, leading to smoother onboarding experiences and higher user satisfaction.
