Reducing sign-up friction in Software & B2B

13. jan. 2026

Two experiments that show how reducing friction and clarifying the path to sign-up can meaningfully increase the number of prospects who follow through.

  • WHO: Growth, demand generation & CRO teams
  • INDUSTRY: Software & B2B
  • IMPACTED PAGES: Login page, Sign-up page, Landing page

Experiment 1: Personalized landing page with a step-by-step checklist

Hypothesis: Leveraging personalization to optimize the landing page for prospects with a step-by-step checklist to start scheduling experiences will increase sign-ups.

Personalised landing page testImage source: Optimizely

Results:

  • +10% Increase in sign-ups

Takeaways:

  1. Clear explanations of the benefits of signing up and the key features of the free trial as part of a comprehensive redesign decreased drop-off.

  2. A step-by-step sign-up flow increased engagement and sign-ups.

Experiment 2: Personalized step-by-step process for prospects

Hypothesis: Leveraging personalization to run a step-by-step process for prospects to sign up will increase lead conversion rate and sign-up rate.

Prospect sign up page testImage source: Optimizely

Results:

  • +11.2% Lead Conversion Rate
  • +1.5% Increase in Sign-up Rate

Takeaways:

  1. By more clearly targeting prospects with more direct messaging of how easy it is to sign up, leads and sign-ups increased.

Drop-off isn't quiet

Nobody emails you to say the form was too long. They just leave. The Experimentation Planning Agent builds a complete test plan from your hypothesis — primary metric, guardrails, estimated run time so your next friction-reduction experiment is set up to produce a result you can act on.

And here are more use cases from the Software & B2B industry: