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# Is your signup flow helping – or hurting – your conversions?
- URL: https://blog.conversionlab.no/is-your-signup-flow-helping-or-hurting-your-conversions/
- Published: 2025-06-19T08:18:37.000Z
- Updated: 2026-02-03T07:46:25.000Z
- Description: Removing one step led to a 99.5% increase in conversions. Here is how we audited the BetterWorld signup flow to find and fix the friction.
- Author: Finge Holden
- Tags: casestudy, Conversion Optimization

Most marketers assume their signup flow is “simple enough.” But friction doesn’t always look like broken buttons or long forms—it can hide in a single extra click.

In a recent A/B test we ran at ConversionLab, we helped a fundraising platform nearly **double their signup rate** by removing just one step. Here’s what we learned—and how to apply it to your own funnel.

#### The hidden friction in your flow

Even a clean-looking signup page can create unnecessary resistance. We often see:

- Redundant steps (like email gates before a form)
- Unclear CTAs
- Weak value messaging above the fold

These slow your users down—and a slow user is a lost user.

#### The BetterWorld experiment

We tested two signup flows:

- **Variant A:** A single email field, followed by the signup form
- **Variant B:** A direct CTA button leading straight to the signup form

![](https://storage.ghost.io/c/7f/16/7f165d07-630a-45c5-be90-1a390b656d8e/content/images/2025/04/bw-variant-a-5c96d66a2e7e7570.jpg)

![](https://storage.ghost.io/c/7f/16/7f165d07-630a-45c5-be90-1a390b656d8e/content/images/2025/04/bw-variant-b-d43ca512dc6609c4.jpg)

**Result? A 99.5% increase in conversions.** By removing the extra step, we made the path to conversion effortless.

#### What this means for your landing page

Ask yourself:

- Are you making users do more than they need to?
- Are you capturing data too early—or too late?
- Can you simplify without losing clarity?

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#### Conclusion: Simplify to convert

You don’t always need to redesign your whole funnel. Sometimes, it’s just about removing the unnecessary. Want help spotting your friction points?

👉 [**Get a free landing page audit**](https://conversionlab.no/free-audit/?ref=blog.conversionlab.no)