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The following is a message Ajay, founder of GMass ($8.6M ARR), sent me about a growth hack they discovered in their signup flow. On almost every SaaS pricing page, when you pick the plan you want to pay for, you are then directed to create your account, if you don't have one already. I found that if I instead asked people to submit their credit card and email address without creating their account first, this led to an increase in paid subscribers. If the user starts the flow from the pricing page, I collect their email address and credit card information right away, start their recurring billing, and then, when they create their account, the subscription is tied to it. There used to be only one path to a paid plan, and this is how most SaaS companies operate today:
This path is still how most of our users subscribe to GMass. My growth hack creates a second path to a paid plan, which a smaller number of users take:
Why does this increase paid subscriptions? Because some users prefer to pay first and then get set up and use the software later. If a user has to fill out a form to create an account, then validate their email address, then log in, and then subscribe, there's a chance the user will drop off before ever subscribing to a paid plan. 15% of our daily paid subscribers pay before they even have an account. In our testing, we found that 2/3 never completed the process if they had to create their account before entering their credit card information. Hence my claim that this technique has lifted paid subscriptions for GMass by ~10%. The increase is actually slightly more than 10%. If we get 50 new paid subscribers in a day, and I know that 10% wouldn't have subscribed if it weren't for being able to put in their credit card first, that's an increase of 5 from 45, which is actually an increase of 11.11%. What do you think? Have you experimented with anything like this? —Corey
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