Win Report: Improving the sign-up experience for millions of users for a leading AI SaaS company

Published: February 2025

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 optimizing a sign-up flow increased sign-ups by 3% for an AI SaaS company with 16 million registered users.

The original and variation screens for this test.

Undetectable AI helps users identify and humanize AI-generated content. The company has been named the #1 best AI detector by Forbes in a highly competitive market.

Research: What moves your visitors to action?

As with every client, a key part of our research sought to understand the needs that attracted visitors to Undetectable AI and the specific appeals that moved them to action. Here’s a typical response from one of its users:

I was concerned that the assignments I submitted to clients were showing as AI-generated when they weren’t, so I did a little research about how to fix this, checked out a couple of companies, and ultimately landed on Undetectable AI.

Undetectable AI sits near the epicenter of a seismic shift within business and education. While many of its users felt that AI-generated content was the only way to keep pace with their peers, they worried about its potential effect on their work and reputation. The majority were looking for a trusted partner to ensure that their content— whether AI-generated or not—was perceived as human and relatable. Messages that leaned into these ideas moved visitors to try both their AI Detector and AI Humanizer.

During our Method Marketing research, we also saw that Undetectable Al used three subtly different sign-up forms on its website. Although each of these was triggered by a different stage of the funnel, they stood out as an opportunity for testing. As we’ve said in a previous Win Report:

“When we simplify websites—whether by removing unnecessary steps, deleting poorly performing content, or consolidating similar processes—conversion rates often improve.”

We hypothesized that merging the sign-up forms into a single instance would streamline the user journey, allow us to build relevance and trust, and increase the conversion rate.

The original page (or control)

Here are the three forms we combined. Although the middle one does list some features of the service, there’s a lack of social proof, and none of them call out Undetectable AI’s two biggest audiences.

Another form from the Undetectable AI site.

The final form was shown on a dedicated sign-up page, which we also removed to run all the traffic through the test.

A third form from the Undetectable AI site.

The tested page (or variation)

Here’s the single, consolidated form that we used to replace the forms above:

Our changes included:

Increased social proof: Buzzfeed’s quote and “Trusted by over 10,000,000 users” add credibility and build trust.
A clearer value proposition: The “Humanize AI Texts and Bypass Content Detectors” title covers the service’s two main use cases.

We also rewrote the bullet points to include the #1 quote from Forbes, call out the key audiences, and dig deeper into the benefits of signing up. Here’s our revised copy:

The #1 Al detector according to Forbes.
Lets you use Al confidently for school and work.
Saves you time and is easy to use.
Tailor any content to your style.
Offers exceptional, affordable value.

Result: +3% sign-ups

During the test, we observed a 3% lift in sign-ups for Undetectable AI.

The test delivered a quick win and laid the groundwork for future improvements. With a consolidated flow in place, we were able to run more focused tests and further optimize the sign-up experience. (For more on the value of consolidation, see our article, Duplication is evil.)

What’s next?

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of Undetectable AI’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 Undetectable AI for letting us share these insights (and for being such a great team to work with).

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