How Twitter increased conversion rate to 29% by adding 1 extra step.

http://www.lukew.com/ff/entry.asp?1128

by twidlit • 16 years ago

68 10 16 years ago

lukew.com

aresant• 16 years ago

Twitter did not increase conversion rate by 29% by adding "1 extra step".

Comparing the Before and After:

- Before uses CAPTCHA, After does not.

- Before uses green "arrowed" image buttons, After uses plain grey CSS buttons.

- Before does not show users a progress bar, After does.

- Before does not use floating field explanation screens, After does.

- Before is set against a green background, After is set against blue.

I buy in that the extra step is helping, but attributing 29% to that single change is inaccurate.

The handful of points above properly tested against ~350,000 new signups a day certainly could have driven the majority of that impact.

mattdonahoe• 16 years ago

I wouldn't be surprised if the missing captcha is entirely the reason

Twisol• 16 years ago

Honest question: is your opinion that the 29% is composed of automated bots who were blocked by the CAPTCHA before, or is it composed of people who just don't like CAPTCHAs?

abraham• 16 years ago

The captcha is still there. They bring it up with javascript after hitting "Create my account".

8ren• 16 years ago

The article's own title is: Gradual Engagement Boosts Twitter Sign-Ups by 29%

You're referring to the HN title, which unfortunately has become the focus of discussion here. Gradual engagement is intellectually interesting. eg:

- make people successful along the way to a signup

- games should allow people to succeed within the first 5 seconds

- postpone account creation

- end registration with a set of relevant topics (not dump users off a cliff)

EDIT they don't mention this, but it would fit with postpone account creation to push back the captcha validation of an account until the user requested an action where it matters.

necrecious• 16 years ago

I was slightly confused by the graphic and though step 2 was the redesigned step 1. I thought it was clever to see what your friends are up to before you join.

Selecting hobbies and interests beforehand is good as well, since some people might not have social circles that use Twitter.

So I agree with the author in that if account creation was last, it would be the most interesting.

jqueryin• 16 years ago

That suggestion page has an awful lot of similarities to the new Digg sign-up process. Who's came first? I would have to imagine Twitter but I wasn't paying particularly close attention.

How Twitter increased conversion rate to 29% by adding 1 extra step.

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