Step 1
Sign up / login modal
Goals
Our top priority was increasing the number of sign ups that happen during the paper download step. However, we had 2 secondary goals that we wanted to keep in mind:
Single sign up experience across all entry points
Increase sign ups that use third party SSO options, specifically Google
The original sign up and login flows varied depending on your entry point, and not intentionally. From an engineering and UX perspective it made sense to adopt a single, unified experience.
Optimizing for third party SSOs were based on data showing that users who signed up using Google had higher return rates vs. other third-party logins or email sign-up. Therefore, we wanted to try to influence the selection of third-party SSOs as a user’s sign up method.
Design decisions
Our aspiration for a single, sign up experience required a more general modal design. We were using the paper PDF visual as emphasis for ‘Download’ and ‘Read more’ flows. We showed the paper was to remind the user what they were signing up to get.
My hypothesis was the smaller modal which allowed more of the paper page to be visible would be equally, if not more, motivating.
The second goal was to consolidate sign-up and login flows. A common user experience that we saw was a user not remembering they had an account until they received “there is already an account that uses this email” error during sign-up. Consolidating the flows and routing user to login or sign-up after an email check would resolve this headache.
How the Improvements Performed
Precision
Was 48%, increased to 62%
Recall
Was 83%, decreased to 81%
The goal was for recall to remain stable but this slight dip was hypothesized to mean there might be a slight disconnect between user’s stated budget and their ultimate AOV.
AOVs
The average AOV for Q3 was $100 and we bumped it to $104 in the following quarter