Win Report: How a simplified sign-up flow increased conversions by 12%

Published: October 2024

Win Reports help you to grow your business by showing our methodology at work. Each article highlights a real-world test, sharing the research, insights, and techniques that led to the win.

In the next three minutes, we’ll show you how a consolidated sign‑up flow increased conversions by 12%.

Trusted by Airbnb, Pinterest, and Revolut, Mobbin is the world’s largest mobile and web design reference library. Subscribers can access over 300,000 screens and 24,000 navigation flows for digital product design inspiration.

The image shows the original and variation screens side by side.

Research: Spotting duplication

Much of Mobbin’s content is free to access but requires a login. When visitors attempt to access gated content, they encounter a modal prompting them to sign up. However, this modal lacks many of the persuasive elements found in the main sign-up funnel, which directs users to a dedicated sign-up page.

We hypothesized that redirecting users from the modal to the dedicated sign-up page, with an optimized headline and supporting copy, would increase conversions. Additionally, consolidating the sign-up process into a single, optimized flow would streamline future optimizations.

As we mention in duplication is evil, multiple copies of content can cause issues. When we simplify websites—whether by removing unnecessary steps, deleting poorly performing content, or consolidating similar processes—conversion rates often improve.

The original page (or control)

Here’s an example of the modal visitors would see:

The image shows the original page.

The tested page (or variation)

Here’s the updated sign-up page:

The image shows the variation we tested.
The Variation: The new page is more visually appealing and embodies trust.

We updated the headline and copy to highlight some of the benefits and address the objections we discovered during our research—namely that:

  • The account was free forever (not just a free trial).
  • Users would be able to search and filter over 160,000 apps and websites.
  • No credit card was required.

Result: Conversions increased by 12%

During the test, we observed a 12% increase in sign-ups. That’s a great win, but this simplification also delivered a small but significant bonus.

Consolidating these two user journeys made future testing easier. Without the original modal, more users see the main sign-up page, allowing new tests to focus there (and reach statistical significance faster).

Thinking strategically in this way can improve and compound the results of any long-term CRO program.

What next?

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of Mobbin’s business and then to other clients.

If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

Thanks to Mobbin for letting us share these insights (and lending their huge expertise to the interface design).

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