Experiments that improve login and sign-up pages in Software & B2B

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.

Image source: Optimizely

Results:

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.

Image source: Optimizely

Results:

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 Ideation Agent analyses your sign-up flow and surfaces test ideas for step sequencing, copy clarity, and CTA placement, the decisions that quietly add up to a meaningful difference in who actually converts.

Getting someone through the door is step one. See what a program looks like that optimizes every step after it.

See experience optimization in motion