Request only the essential upfront
We've also reduced the number of upfront input fields for the normal email signup by requesting the user to fill in just 4 essential fields to create an account. This made the signup look much quicker and easy.
Hick’s law: The time it takes to make a decision increases with the number and complexity of choices.
The remaining questions are now asked in a second step. From a marketing perspective, this enables us to retarget these lower-intent users that signed up but did not complete their request.