Table of contents:
- A Key Step Within the Customer Journey…
- The 3 Building Blocks you Need for a High-Conversion Sign-Up Page
- Do you know why your users are not converting in your page?
A Key Step Within the Customer Journey…
The sign-up page is one of the most critical steps in the customer journey.
It’s the moment where a user becomes a qualified lead. The user has already engaged with your message and is leaning towards believing that your solution could be the one they’re looking for.
However, this step is often fraught with Fears, Uncertainties, and Doubts (FUDs).
To ensure a high-conversion sign-up page, it’s crucial to address all potential concerns and convince the user that signing up or scheduling a demo is the right decision.
I’ve come across many sign-up pages that excel in applying the best CRO and copywriting practices, but I’ve also seen a lot that seem to push users away just as they’re about to convert.
That’s why I decided to write this post on how to build a high-conversion sign-up page.
The 3 Building Blocks you Need for a High-Conversion Sign-Up Page
EXPECTATION MANAGER
The primary goal here is to mitigate any anxieties or uncertainties the user may have. Users want to know what happens next and how it will unfold.
Will someone contact them after they fill out the form? Will they proceed to create an account? Will they receive an email with further instructions?
Addressing these questions upfront helps set clear expectations and reassures the user.
Let me share an example of a company that excels in CRO and implements these practices effectively, Purple Fire:
In this example, each step of the form explains why the requested information is needed—setting clear expectations. Additionally, the CTA is focused on the next step in the process, rather than using a generic term like “Submit” (please, do not use submit within your CTAs).
CREDIBILITY
“Why should I trust you?” “Who are you really?”
These are common questions users ask before signing up. Social proof is the key to answering these concerns.
Showing client logos and testimonials will reinforce trust and credibility.
Brevo nailed it including real reviews of pages dedicated to softwares reviews. That says a lot about them!
It’s also the case of Pendo, but including company’s logos:
ADDRESS BARRIER
Users may still have doubts that prevent them from converting—often due to missing information on the page.
Consider adding text that addresses these concerns, such as “No credit card required,” or including an FAQ section that answers real user questions at this stage.
In case of Sleek Note they answer questions regarding to how the free trial works and includes:
Gather insights from team members who are in direct contact with new users, such as sales, support, or onboarding teams, to identify and address these barriers on the page.
–> Psst… here’s a post that may help you on this step:
Top 1# Must-Ask Questions to Deeply Understand Your Customers and Boost Conversions
Do you know why your users are not converting in your page?
Get a FREE Copywriting and CRO audit for your page and lift the veil to discover where and why people aren’t converting the way you expect:
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