How Tierra Transformed Mirthy's Sign Up Page Conversion

Previous design

Tierra collaborated with Mirthy's first-class Growth Manager to analyze the existing sign up page's conversion rate, and then devise changes in the UI to make it more effective and simple, with an aim to increase the conversion rate.

This is what the previous sign up page looked like (Conversion Rate: 5%):

We identified the below points:

• The CTA was below the fold, so there's less immediate guidance on what the user should be instructed to do on the page.

• The titles and fields increased the perceived complexity and time to completion of the sign up flow.

• Password instructions surfaced even before the user selected the field to type something, taking up space and increasing the perceived complexity.

• Every field had an asterix, which made it unnecessary.

• The fields were unnecessarily wide.

• There were navigation options, which is not ideal UX for the pivotal sign up page, where UX should be laser-focused on encouraging the user to click that primary CTA.

• The page was dull to look at.

New design

The Mirthy team were extremely open to considering improvements on the page, and we were glad to provide our expertise by creating some new designs which we believed would be more effective.

This was the winning design (Conversion Rate: 90%):

• Surfaced social proof - (1) 5 star rating (2) Testimonial (3) Descriptive testimonial author (4) News outlet logos (5) Stat of 35,000 members - to ensure the user stays motivated, increases their excitement, and feels further safety with their decision to join Mirthy

• Put two fields on the same line, to reduce the perceived length of time to completion

• Removed the ability for users to navigate to other page

We later reduced the legal text and the GDPR text - to further reduce the cognitive load on the page.