The incredible experiment that increased our conversion rate by 80%

Today I want to tell you a story that is so instructive that it could have come straight out of a textbook for software companies. It's about the art of simplification and how a tiny change can change everything. Sounds interesting? Then let's dive in.

In 2019, we were faced with a mystery. Our software was top-notch, our website shone in the best web 2.0 glory, and yet, our conversion rate was anything but impressive. After hours of brainstorming and countless cups of coffee, the enlightenment came: Were we too greedy for data?

By then, we had set up a long list of registration requirements. Company name, first name, last name, address, telephone number, email — we wanted to know everything. And that was exactly where the problem lay. In Our Hunger for Data, we had created a hurdle that deterred many potential users.

So we decided to act radically. We reduced the requirement to the bare minimum: the email address. That's it. No frills, no hurdles, just a simple step into the world of our software. And the results? It's amazing. Our conversion rate skyrocketed by 80%.

But wait, there was more. Once users signed in, we took them through an interactive setup assistant to collect the rest of the information. But now they were already engaged, curious, and ready to invest a few more minutes.

What can we learn from this experience? First, that usability and simplicity are king. We live in a world where the attention span is shorter than a tweet and the willingness to fill out complex forms is almost non-existent.

Second, that it is sometimes necessary to swim against the tide. By reducing the number of registration steps, we violated all conventional wisdom that says you should collect as much data as possible. But it was precisely this willingness to think differently that made the difference.

Finally, dear friends, the moral of the story is: Sometimes less is more. A simple email address can be the key to success, as long as you're willing to show users why it's worth taking the next step.

So, before you design a form or implement a feature next time, ask yourself: Could it be easier? Because, as we've seen, a small change can make a huge difference.

Until next time

Yours Robert

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