Today we did something small and simple, but I’m really excited about it (and the thinking behind it) – so I thought I would share. When you click “Become a Contributor” on the Referly homepage you’ll now be taken to a beautiful signup page (go ahead, try it):
For as long as Referly has been around, our signup page has been really bland. Just a Bootstrap form on a white background. The problem with signup pages like this is that, from my experience, they don’t convert as well as they could. The Internet is full of distractions, and if a visitor navigates away from the page and then comes back later without having completed signup they’re likely to become disengaged and just close the page without completing signup.
Jogging the Visitor’s Memory
At the very least, the core value prop needs to be present on the sign up page (this isn’t the front page of the website). The next sentence explains exactly what someone gets when they sign up, just enough to trigger their memory of, “Oh yeah, I wanted that” if they get distracted for a moment. This is our first attempt at subtly placing these two key reminders on the page and the A/B tests don’t lie either, we’re already seeing a much higher signup conversion rate (~45% but the data isn’t statistically significant yet).
Keeping It Simple
The screenshot above shows the page fully extended, but when the visitor first comes to sign up the email form is not extended.
We do this because we really want Referly users to sign up using a social network if at all possible. Their experience is a lot better when they do, because they can immediately locate friends, share in a single click, and we can tailor their experience on Referly based on what their profile says about them. Beyond onboarding, we know that most users who don’t connect their social profiles early on are less likely to do so later and less likely to come back overall (because they aren’t hearing about other cool stuff going on amongst their friends).
What’s in a Word
The last tweak we made was certainly not the least. Previously we had “Sign In” and “Sign Up” in the upper right corner of our navigation. Using Optimizely, we ran a test to see what different word combinations might increase the number of people who created accounts on Referly.
These are the variations we ran:
This was the control:
Our control got pummeled! In this chart conversion is clicks on the signup link in the upper right.
So we implemented the winning variation, an in about 72 hours we will launch our next test.
So if you’re not using Referly yet we hope you’ll sign up, and if you are you can expect more improvements coming to a feature/page/workflow/email near you soon. Even if you’re not into Referly we hope you’ll give Optimizely a try and explore A/B testing of your own website.