Activation into paying users up 25%

What was not working

Sign ups were plentiful and most accounts never published anything. The product opened on a blank canvas, which is the hardest screen to start from.

What we did

1. 01Made the first screen a question about the kind of site, and started the account from a matching template.
2. 02Cut the steps between sign up and a published page to three.
3. 03Showed progress towards publishing instead of a list of features.
4. 04Followed up with the one step left, by email, for accounts that stopped before publishing.

Published with written permission from the client, who asked not to be named. That is why the business is described by industry and location rather than by its name, and why every number here carries the system it came from.