The problem: We are always combating dropoff when it is time for customers to register.
The solution: To motivate customers to complete the registration process, we explored:
adding benefit statements to the registration modals
changing the button copy to speak to the benefits of registration
I performed qualitative testing to determine the benefit statements to which customers responded best.
The results: Generally, the cost-centric benefit statements performed well, although users also preferred straightforward button copy that didn’t speak to a particular benefit.
This solution is scheduled to be built in the near future.