2x signup rate (study)

Secret Escapes is a flash-sale luxury travel company that offers discounted deals on 4 and 5-star hotels around the world.

They decided to boost sign ups, so they A/B tested 2 variations:


  1. A mandatory sign-up form (input your email to register) (input your email to register).
  2. The same form + a “SKIP” option. The idea is that people will try the service, see the value and then – signup.


Result: #1 generated 2 times more signups than #2.


Source: www.optimizely.com

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