Optimising the sign-up process.

The brief

COMPANY: Cuvva

BACKGROUND: Selling insurance products means we need to hold a lot of information about our users. So in turn, we must make sure the accounts are secure. Until recently, to add an extra step of verification, a user could only access their Cuvva account via magic link - both when signing up for the first time, and when returning to the app.

PROBLEM: We were finding that 60-70% of new users were dropping off after requesting a magic link to create an account. On top of that, people were struggling to log in to their account when they came back after a delayed period, with 23% of all customer support chats related to problems accessing existing accounts. Users would forget which email they’d used, or lose access to their email account. We decided to look for new ways to allow users to sign up securely that could increase conversion and prevent blockers in the user journey.

The work

SOLUTION: We decided to use third-party sign-in options using existing Apple and Google accounts. This tried-and-tested method would meet the criteria for security whilst also giving users an easier option to create and access their accounts time and time again.

As we were prioritising new sign-ups, we made that the first option users saw. And as the language around ‘sign in’ and ‘sign up’ was super similar, I used the headlines to make it very clear if users were on the right page for them.

We also know that within these kinds of sign up processes, users can go into autopilot. We wanted them to stop and reflect on this page, knowing that their choice here could impact behaviours further down the line. So I used the input field to display car insurance/celebrity puns to catch their attention, and get them to pause here.

Here’s what we ended up with. 👇

RESULTS: We initially rolled it out to 10% of users. We saw 51% and 71% of those signing up with Apple and Google accounts respectively continue to create an account. For the same cohort, only 44% of those signing in with a magic link made it to this step. We were really pleased with the results, and rolled it out to 100% of users.