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Get more signups by delaying registration

Source: Growth Bites

Signup flows inherently involve some friction. To boost conversions, consider delaying that friction until after a user experiences the product's value.

By allowing people to use your product before signing up, you can reduce friction substantially and make it easier for them to experience the product's value. And the more time they spend, the more invested they'll be in the product. This is particularly true when they're building something (e.g. graphics, landing pages, etc.), thanks to the IKEA effect. And all of this can result in higher conversions. So consider allowing users to access features prior to registering. Then, when they want to save their progress (or do some other meaningful action), ask them to sign up.

Make sure you're transparent from the get-go, particularly if a paywall is involved. And don't leave them high and dry — they should still be able to make use of what they did in some way, even if they don't want to sign up.

What's trending?

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Know the rules of experimentation, so you can break them

Source: Demand Curve

There are a few “rules” to running experiments. Scientists should follow them, but marketers can break them sometimes.

Rule 1: Your hypothesis should test one discrete variable.

It should have one cause and one effect.

• Example of a one-variable hypothesis: If we build tailored landing pages for our audience segments, our unsubscribe rate will decrease.

• Example of a multi-variable hypothesis: If we build tailored landing pages for our audience segments and add personalization tags to our emails, our unsubscribe rate will decrease.

When to break it: Testing one variable, then another, then another isn’t always feasible in a fast-paced startup environment. You might need to break this rule to have fast impact instead of exact insights.

Do you want precise learnings? Follow the rule. Is it more important for you to move quickly and gauge cumulative impact? Break it.

Rule 2: Don’t peek at A/B test results early.

Early in an experiment, the likelihood of a false positive is high. If you peek early and see the result you want, you might be tempted to call the experiment too soon.

When to break it: Looking at your test results early gives you a chance to catch anything that’s critically broken. If you don’t, you could end up running a test for weeks, only to discover a bug that not only invalidated the test but even hurt company performance.

Plus, it’s extremely difficult to guess what your goal for a test’s outcome should be. For example, if your goal is a 5% conversion change but your test ends up producing a 15% effect, you’ll waste time if you let it run without looking at it.

So, although it’s not good science, we recommend breaking this rule.

First, do a spot-check one or two days after launching a test. Look for any critical issues, bugs, etc.

Then, if you’re running a longer test, look at it again at the halfway mark. But with one important rule in mind: If you’ve set a confidence level of 90%, then when you do your midway peek, only call the test if there’s a statistically significant result with a 98% confidence level or higher.

There’s still a chance that the effect you’ll see at the halfway peek is a false positive. But we’ve found that this method is more practical than the “don’t look at a test at all until it’s reached its target sample size” method that no one actually follows, and it provides some added protection against false positives.

GMP Talks

Insight from Aibek Mambetkaziev

I came across an image recently that stopped me in my tracks, and I thought it was worth sharing with this brilliant group. It was a simple yet powerful graphic that highlighted an enduring principle often forgotten in the world of marketing - The Golden Rule of Marketing: Give Value First, Ask for Money Second. 💡

The image featured a gold coin on one side of a scale, outweighed by a heart on the other. It struck me as a beautiful representation of how intrinsic value should always outweigh the desire for immediate monetary gain in our marketing strategies.

This isn’t about sporadic discount offers or fleeting freebies, it’s about a profound change in our mindset. It’s about showing our customers consistently that we comprehend their problems and we’re ready to offer solutions, impart knowledge, share insights, and provide tools, all before we ask for a single cent.💼 

The powerful message behind this image reminded me why we’re all here.
We’re not just in this to secure sales; we’re here to make a real impact. Prioritizing value leads to trust. Nurturing that trust breeds loyalty. And loyal customers? They transform into our strongest advocates, our most influential marketing tool, and the solid foundation for sustainable, long-term growth. 🌱

I encourage all of us today to reconsider our marketing approaches. Let’s shift from focusing on short-term gains to investing in the long-term happiness of our customers by offering genuine value first.

Thank you for reading! ✌️

We look forward to sharing more with you next week. Stay tuned!

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