Real Commercial Create Account

Background

Realcommercial.com.au had a lot of visitors but many were not signing in. The business was really interested in growing the number of signed in users, so they could use all the features offered.

Problem

The sign up flow wasn’t great. This is what it looked like.

1. Users signs up with an email and password

2. A prompt appears with an information regarding email activation and 2 Call to actions; “I’ve Activated” and “Activate Later”.

3. Users have to leave the app and open mailbox

4. They tap on the link in the activation email

5. Users are now redirected to the activation web page via default browser

6. They get a message that indicates the success of their account activation

7. Users now have to leave their mailbox and go back to the app

8. Users now can sign in to their account.

Looking through analytics, I noticed there was a high number of drop offs in the sign up funnel. As suspected, the drop offs happen at step 2. Users hit “Activate Later” and then they forget about it. The account activation is a business requirement and it is implement across the business.

Collaboration was definitely crucial for this piece. I worked with the developers to make sure we could provide the best solution for the end user by reducing friction and number of steps. The developers investigated the possibility of deep linking and fortunately it was feasible. So we worked together on this flow to cover all scenarios.

Solution

The happy path reduced the sign up flow to 4 steps.

1. User signs up with an email and password

2. User taps “Check Email”, they are taken straight to mailbox

3. User taps the link in the activation email

4. User is taken back into the app, with the account activated and signed in automatically