3 ways to provide value to Website Visitors prior to sign up to increase conversion by 20%+
How to increase the quality of each signup on your platform to increase conversion to paid and new user retention
Experiment 1: Use a Playable Landing Page to Increase Conversion
Context:In the gaming industry, traditional sign-up focused landing pages lack interactivity, often failing to establish a connection with potential users.
Problem: Users visiting traditional sign-up focused landing pages may not fully understand the game mechanics or feel invested in the product, resulting in lower conversion to paying users.
Experiment: Introducing a playable landing page where users can interact with the game environment and select a character before signing up. Ex: Family Guy landing page where you can ask the visitor to select which character they want to be “Peter, Lois, Stewie or Brian“
Impact: With just one week of development effort, the impact was remarkable – a whopping 25% increase in conversion compared to a traditional sign up focused landing page. Users who engaged with the playable landing page demonstrated higher intent.
Other examples: Houzz feature landing page and Airtable templates are additional examples of how a playable landing page can lead to increased conversion.
Learning: By leveraging a playable landing page, gaming companies have successfully increased conversion rates and user engagement. This innovative approach allows users to experience the game mechanics firsthand, fostering a sense of investment and curiosity. Incorporating interactivity into the landing page can be a powerful strategy for driving conversion to engaged users in the gaming industry.
Experiment 2: Use Playable Ads to increase 7 day retention
Context: As company scales, ads become a common way to acquire new users. Users acquired through ads tend to be low quality users.
Problem: Static ads often fail to differentiate high intent users from low intent users. This results in lower quality users signing up and your cohort retention gets worse. How can companies acquire users who are high intent which results in higher retention as well?
Experiment: Gaming ads now incorporate interactive elements, such as solving puzzles to save a character. This level of engagement captivates users and encourages them to interact with the ad.
A popular interactive ad is Royal Match where you have to solve a puzzle to save the king. These ads act like mini games within the main game, giving users the taste of the game and how solving the puzzle helped saved the king. This makes people feel emotionally connected as they helped someone from dying.
Impact: With approximately one month of development effort, these ads resulted in a 20% increase in day 7 retention.
Other Examples:
Home Renovation Industry: Get a User to move objects into a Floor Plan but to add a key item (i.e a wall to the room) they will need to sign-up
Fin-Tech: Interactive Questionnaire to identify your risk before investing. Ex: Wealthfront
Spotify: Listen to part of the podcast prior to clicking - the user will need to download Spotify to listen to the rest of the podcast.
Experiment 3: Sift Out Low Quality Traffic to Increase Conversion Rates
Context: Why not add prior value before asking the users to sign up.
Problem: Users may be hesitant to sign-up without first experiencing the product's value.
Experiment: offering users a playful version of the product to interact with.
Take GoDaddy, for instance. Users can select a domain name before creating an account for their business.
SEMrush provides insights into website SEO data without signing up, encouraging users to explore further by creating an account.
Impact: 10% increase in conversion to paid rates by qualifying your signups
If you need help on adapting these learnings to your product or company feel free to email us.
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