How to motivate people to sign up for your web app

1. Design for Sign-up
How to motivate people to sign up for your web app

2. How much time would
people decide to use your
product?

3. 8sec.

4. What Are They Thinking?

5. What Are They Thinking?
Why should I use this software?
Is this software worth my time?

6. The Sign-up Hurdle

7. The Sign-up Hurdle
Different Strokes for Different Folks
Ready to Go
Interested
but Unsure
Fact-finders Skeptical
Make it as easy as possible
to sign up by eliminating
usability problems and
unnecessary friction in the
interface.
The key to designing for
them is to provide multiple
levels of details so that
they can find appropriate
answers to their questions.
Design for them by
providing a solid summary
and how-it-works
information.
Design for them by
providing lots of evidence
that other people are
happy using your software.

8. Sign-up Framework
Who What Where
When Why How

9. WHAT
Describe
WHAT it is

10. WHAT
Describe
WHAT it is
Make it
OBVIOUS

11. 500px

12. Pinterest

13. HOW
Show HOW it works

14. HOW
Show HOW it works
Good how-it-works features provide multiple levels of
detail, at increasing depth of description, allowing
people to dig deeper as needed.

15. Dropbox

16. HOW
Show the End Result
Showing how your application works is even more
effective when you can show the end result.

17. 1Password

18. Readibility

19. WHY
Explain WHY with Benefits
as Well as Features

20. WHY
Features Benefits
Unlimited server space Access from any browser, anytime
Add tags to your bookmarks Organize your bookmarks in any way you want
Add friends and see their bookmarks Collaborate and share bookmarks with friends
Sort by tag or date Easily refind important bookmarks later
See related bookmarks Find relevant related content

21. Tumblr

22. WHO
Give examples of WHO is using it
To make a person’s decision easier,
show them how others have made the
same decision and succeeded. Give
evidence that others are using it.

23. WHO
Give examples of WHO is using it
• Let people find friends

24. Facebook, Like!

25. WHO
Give examples of WHO is using it
• Let people find friends
• Provide testimonials

26. Basecamp

27. WHO
Give examples of WHO is using it
• Let people find friends
• Provide testimonials
• Get as specific as you can

28. The more specific you can get about how to
use your application, the more your software
will resonate with your potential audience.

29. WHO
Give examples of WHO is using it
• Let people find friends
• Provide testimonials
• Get as specific as you can
• Success stories/case studies

30. Apple
7:40

31. WHO
Give examples of WHO is using it
• Let people find friends
• Provide testimonials
• Get as specific as you can
• Success stories/case studies
• Give numbers (when they are big)

32. Basecamp

33. WHO
Give examples of WHO is using it
• Let people find friends
• Provide testimonials
• Get as specific as you can
• Success stories/case studies
• Give numbers (when they are big)
• Appeal to Authority

34. MailChimp

35. WHO
Give examples of WHO is using it
• Let people find friends
• Provide testimonials
• Get as specific as you can
• Success stories/case studies
• Give numbers (when they are big)
• Appeal to Authority
• Hypotheticals is OK

36. WHEN
When can people use it?

37. WHEN
NOWOffer a way for people to try your software out for free

38. WHEN
NOWPeople don’t realize the value of something until they’ve actually used it

39. WHERE
What sorts of activities are
people going to use your
software for when they’re
on the move?

40. Reduce Sign-up Friction

41. Reduce Sign-up Friction
Don’t Make Creating an Account a Requirement
Upon signup, ask only for information that’s absolutely necessary
Progressive engagement
Progressive engagement allows people to get started using software
without committing fully of filling out a sign-up form

42. Readibility

43. ThankYou