Revolutionising signup flows: 5 expert insights for seamless onboarding

The signup flow is the critical first step in a user’s journey with your product, and getting it right can make all the difference between engagement and abandonment. Rushing for the Entrance: 5 Ways to Improve Your Signup Flow Performance - the 15th episode of The Alignment, our monthly webinar series that brings together industry leaders to explore how businesses can optimise their product performance.

Moderated by Adam Stead , Head of Marketing at Global App Testing, the panel featured:

• Markiyan Matsekh???? , Director of Product Expansion at Veriff
• Shreyas Deshmukh , Lead Product Manager at Warner Music Group
• Sabah Qazi , Senior Product Manager at Yelp
• Sayan Maiti , Director of Product Marketplace and Driver App at Freenow
• Elisabetta C. , Lead Product Management Consultant at Product People

Together, the panelists shared actionable strategies and real-world examples to help businesses enhance signup flow performance. From balancing risk and compliance to delivering value upfront, their insights provide a roadmap for creating seamless and effective onboarding experiences.

1. Deliver Value First to Hook Users

Users are often hesitant to commit to a product without understanding its value. Shreyas Deshmukh , Lead Product Manager at Warner Music Group, emphasised the importance of demonstrating tangible benefits before asking for a sign-up.

"Value first and sign-up later. I think it happens all the time that we're never thinking about, like, okay, what is the value that we are actually providing to this user?"

At Google AdSense, Shreyas managed a tool that allowed potential users to calculate how much revenue they could generate from ads based on their blog’s focus and audience. This upfront demonstration of value helped users decide whether to proceed, reducing churn from uninterested or misaligned users.

Takeaway: Create moments of immediate value, such as interactive tools, personalized recommendations, or previews, to engage users before requiring their commitment. This builds trust and primes users for the next steps.

2. Balance User Growth with Risk and Compliance

For industries involving sensitive information or high-value transactions, it’s crucial to filter out bad actors without alienating legitimate users. Markiyan Matsekh???? , Director of Product Expansion at Veriff, highlighted the delicate trade-off between conversion and security:

"There are also a lot of users out on the Internet who you don’t want to onboard, people you wanna close the gates to."

He explained how risk signals like email age, device ID, and past verification history can provide critical insights without adding friction for users. For instance, a car rental service might require selfie ID checks to reduce fraud, while a lower-risk service like scooter rentals could accept less stringent verification processes.

Elisabetta C. , Lead PM Consultant at Product People, added that compliance requirements often complicate sign-up flows. In highly regulated industries like fintech or health tech, even small updates can trigger significant legal reviews. She stressed the importance of engaging compliance teams early to avoid delays and ensuring that required steps, like age verification, are communicated transparently to users.

Takeaway: Use data and context to adapt sign-up requirements dynamically. Align compliance and security measures with the risk level of the product or service while minimising user inconvenience.

3. Motivate Users with Low-Friction Experiences

Sabah Qazi , Senior Product Manager at Yelp, emphasised three principles for optimising sign-up flows: reduce friction, motivate users, and continuously test.

"First, net, reduce friction as much as possible. Second, optimise for motivation. Third, continuously A/B test."

Sabah shared how Yelp’s ad-based business model allows users to skip sign-up initially and only gate features when necessary. This approach aligns with user expectations by letting them explore the app’s value first. For instance, users are prompted to sign up only when accessing additional features, such as detailed reviews or pricing information.

Additionally, simplifying the flow with single sign-on (SSO) options like Google or Apple logins can significantly reduce drop-offs. According to Sabah, 70% of Yelp’s users opt for SSO, showcasing its effectiveness.

Takeaway: Streamline sign-up flows by eliminating unnecessary steps and offering seamless alternatives like SSO. Motivate users by tying sign-ups to clear, desirable outcomes, such as unlocking premium features or personalised recommendations.

4. Leverage Context to Drive Conversions

Context matters when designing sign-up flows. Users’ willingness to engage depends on their motivation and the ease of completing the task. Sayan Maiti , Director of Product Marketplace at Freenow, introduced the Fogg Behaviour Model, which balances motivation and ability to optimise user actions:

"What it means is that if users already have high motivation, then the job becomes very easy. Or if you are able to raise the motivation of users, then also it becomes easy."

For example, TikTok provides instant value by letting users explore videos without requiring sign-up. This approach reduces barriers for low-motivation users while strategically prompting sign-ups later for personalisation or content interaction.

Similarly, Sayan shared a Freenow experiment where payment collection was moved from the initial sign-up phase to when users booked a ride. This contextual change increased conversions by 10%, as it aligned the request with the user’s immediate intent.

Takeaway: Design contextual sign-up experiences that align with user intent and product value. Let users explore first, and ask for commitment at moments of high motivation.

5. Test, Learn, and Iterate Continuously

Testing is essential for optimizing sign-up flows, but it’s not one-size-fits-all. The panel discussed the merits of A/B testing and other methodologies, highlighting when and how to use them effectively.

Sabah advocated for continuous testing to refine processes:

"I cannot stress enough how much we should A/B test on any of these changes that we do."

Betty offered a more nuanced perspective, suggesting alternative approaches for smaller companies or innovative features:"There are more tests...where you select specific users and check performance. These might not have statistical significance but can still guide improvements."

She highlighted the value of feature flags for testing with small groups and emphasised tracking behavioural metrics like drop-offs to identify problem areas.

Takeaway: Combine A/B testing with flexible methods like feature flags and behavioural analysis to iterate effectively. Choose the right methodology based on your product’s scale, context, and goals.

Optimising sign-up flows is a complex but crucial aspect of product management. By focusing on providing value, balancing risk and conversion, ensuring compliance, and continuously testing and refining your approach, you can create sign-up experiences that not only convert users but also set the stage for long-term engagement and success.?

Remember, there's no one-size-fits-all solution. The key is to understand your users, your product, and your business goals, and design a sign-up flow that aligns with all three. As you refine your approach, keep these expert insights in mind, and don't be afraid to innovate and experiment to find what works best for your unique situation.

Remember, your sign-up flow is not just a gateway—it’s your product’s first impression. Make it seamless, contextual, and valuable, and you’ll create a foundation for meaningful user relationships.

#Productmanagement #uxdesign #signupoptimization #behaviouraldesign