Google sign-in above the email form

The email and password form is the first thing a visitor meets on the signup screen, and the Google sign-in button sits below it. A visitor who has a Google account and would have used it reads a form first, and some of them leave at the form.

The signup screen is the one step every visitor who converts has to pass, so a small change in its completion rate moves everything after it. A form asks for a decision and some typing; a sign-in button asks for a click. The visitors this reaches are the ones who already have the account the button uses, which for a business product is most of them. The evidence for this specific screen is the pattern and not a measurement: nothing on this page reports a result.

New visitors who reach the signup screen. Visitors arriving from an invite link are excluded, because their path is decided by the invite, and returning visitors who already have an account are excluded, because they are signing in.

Putting the one-click path first shortens signup for the majority who have a Google account and raises signup completion, without lowering activation, because the accounts it admits are the same people who would have typed the form.

Control

The email and password form first, with the Google sign-in button under it.

Variant

The Google sign-in button first, at full width, with the email and password form under it and unchanged.

Name

Signup completion

Definition

The share of eligible visitors to the signup screen who create an account

Window

7 days from the first visit to the screen

Secondary: Time to first project

Hours from account creation to the first project, 7 days from signup.

Activation within 14 days

Must not drop. The share of new accounts that reach the product's activation event, because an easier signup can admit less committed accounts

Sign-in support tickets

Must not rise. Support conversations about signing in, per hundred new accounts

This is an example. No expected impact is stated because there is no evidence to state one from.

Allocation

50 to 50 on eligible visitors to the signup screen

Eligibility

New visitors reaching the signup screen while the flag is on, assigned once by visitor

Minimum sample

Signup screens carry the most traffic of any step, so this resolves faster than an onboarding or pricing test at the same effect size; size it before it starts all the same.

Size it with

A/B test sample size calculator

The two blocks on the signup screen swap order behind the customer's existing feature flag; the components and copy are theirs. Exposure is recorded when the screen renders, so a visitor who leaves before choosing either path counts in their arm.

Ship when signup completion's interval clears zero at the planned sample with activation and the ticket rate holding. Revert on a guardrail breach. Otherwise continue to the planned sample without peeking.