SaaS Acquisition: The Hidden Risks of a “Frictionless” Sign-Up Flow
ConversionXL
FEBRUARY 4, 2020
The flow design was dated. It was a holdover that didn’t match our latest app design. The activation rate had been dropping since the July 2019 changes and, by January 2020, was down 18.9% (14 percentage points) compared to the beginning of last year. Sure, we increased lead generation, which can decrease the activation rate.
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