Doubling Trial Signups Through a Simple Screen Reorder
How reordering a single screen helped double trial sign-up conversions—without writing a line of code.
The Problem: Trial sign-up page was leaking users
A software company offering a 30-day free trial of its remote access tool was seeing strong interest from its homepage, but a significant drop-off at the sign-up page itself.
Working closely with the Marketing team, we implemented a Conversion Rate Optimisation (CRO) tool to gather baseline performance metrics and better understand where users were disengaging.
Usage Maps Offered Clues About User Behavior
With the help of heatmaps and scrollmaps, we uncovered some useful insights. Few users were engaging with the video content placed at the top of the page, and a considerable number weren’t scrolling far enough to reach the actual sign-up form.
Interestingly, there were prominent hotspots over “Download” and “Try it” buttons in the top navigation—suggesting users may have been more interested in accessing the product immediately rather than watching promotional content.
Although the scope of this project didn’t allow for changes to navigation or download flows, we identified a clear opportunity to increase visibility of the sign-up form itself.
A/B Testing Confirmed the Hypothesis
While the Marketing team was hesitant to remove video content, they were open to reordering the layout. We ran a simple A/B test: in the variant, the sign-up form was moved above the videos.
After just one week, the new layout demonstrated a substantial improvement—form submissions nearly doubled in both total number and click-through percentage.
This clear result led to a permanent adoption of the new design.
Impact and Reflections
This was a quick, low-effort change that delivered a meaningful boost in conversion. While broader qualitative research would have provided even more depth, the project helped build trust with the Marketing team and demonstrated the powerful role that thoughtful design adjustments can play in shaping user behaviour.
Mark Boxall 