Impact

Sign-up improved by 7.6% after this redesign

Problem

Users can install ReferralCandy from the Shopify app store. After pressing the “Install” button, they are redirected from to an external site to complete sign up.

ReferralCandy’s Shopify app store

The external site was mostly blank for several seconds

This interruption distracted users and impacted the sign up rate. Additionally, the price selection page had multiple CTA buttons. The design also didn’t clearly highlight the differences.

Solution

  1. Reducing the number of CTA buttons allowed users to focus on one key action.

Before

After

2. Replacing the billing cycle toggle with radio buttons allowed users to always see that the yearly plan (“Up to 20% off”) was cheaper.

Before

After

3. Retaining the testimony for social proof, but enlarging the text size to make it stand out. Reducing the no. of words to make it more succinct and nudge hesitant leads.

Before

After

  • The proofs in A/B testing

    Several months after the design was rolled out, we ran an ABC test to see if the page could be optimized further.

    Version B had a list of features and a different testimony.

  • Forget sign up rate, what about pre-trial cancellation rate?

    Version C had 2 plans and leaned on the anchoring effect.

    A significant insight was that pre-trial cancellation rates were significantly lower in the original Version 1 vs. Version 3 (15% vs 38.7%, p < 0.05).

  • Cognitive load is king

    Both V2 and V3’s design had strenghts:

    - V2 had lower initial conversion rates but stronger retention markers.

    - V3 performed unusually well for high-volume merchants.

    But we retained the original V1 design as it performed best overall with the highest overall trial start rate at 57.1%.

    - It had statistically significant pros for our ideal merchant (those with >0 orders).

    - The simple & straightforward design reduced the number of things users had to consider.

Impact

The redesign resulted in an 7.6% sign up rate jump.

The signup to trial rate went from 56.31% to 60.60%. More signups = more trial = more paying merchants = more revenue.