One of JumpCloud’s three foundational values is “1% better every day,” and we apply this diligently when it comes to our users’ experience. Earlier this year, we identified improvements for the JumpCloud platform’s free account signup flow to eliminate friction for users trying the product for the first time. After running several experiments, we identified the best-performing model and put it into practice. Now, new users signing up for the cloud directory platform will experience a more immersive experience with fewer steps required to get them started.
In this blog, we’ll detail those changes and dive into our testing and implementation process to give insights into the scientific method and data-driven decision-making that powers our identity and device management platform and its ongoing improvements.
Signing up for a free account on JumpCloud.com will now take users directly into the JumpCloud Admin Console to complete their signup flow. This differs from the previous experience where signup was a separate full-page, step-by-step experience.
The Process: How Did We Get Here?
The Growth team at JumpCloud uses the scientific method to test hypotheses by
integrating continuous experimentation into the design process and running live experiments in production. We test new designs by running randomized experiments against a control — the current state of the design — and use A/B testing to compare the two. This allows us to measure each design’s performance and gives us a creative playground to try out different ideas.
Observation and Hypothesis
In the case of JumpCloud’s signup flow, we observed that prospective customers coming to JumpCloud.com and initiating the signup experience abandoned the process at various stages. Based on this observation, we made a hypothesis: the current signup flow is perceived as high effort, and is a little disjointed from the “in product” experience.
Then, based on our hypothesis, we made a prediction: that showing a preview of what the product looks like would result in more prospective customers completing the signup flow.
Coined internally as the “Product-Tease” experiment, we thought that showing a teaser of the Admin Portal user interface could spawn curiosity and interest, resulting in prospective users feeling more inclined to complete signup and get started right away. Our goal was to make users feel confident and excited about JumpCloud, and help them feel connected to the product sooner.
The three-step flow and the information requested was the same in both designs we tested; the only difference was the presentation of the signup experience.
In the new design, we condensed the full-page signup flow into a modal overlaying the product in the background. By showing the product behind this three-step flow, we connect users with their final destination sooner and narrowed the perceived gap between signing up and getting started.
A few other visual enhancements include new branded illustrations and a progress tracker that displays which step the user is on.
In contrast, the control experience was a full-page, progressive signup experience as seen below:
We ran the experiment as an A/B test against the control in early March, splitting the traffic 50/50, and leveraging a third-party service provider to track results.
Within a matter of days, we saw improvement to our verified free account conversion rate, and consequently, the product team rolled out the experiment to 100% of signup traffic by the end of the week. We had high confidence in the results we were seeing based on guidance from our Data Science and Business Insights team members who helped the product team define the threshold value for statistical significance. Because of the amount of traffic to the signup page, we were able to reach statistical significance relatively quickly.
Based on the success of the experiment, the next phase was “productizing” the experiment, or making it the default product experience. This included small tweaks around optimizing for different browsers and screen sizes, and making sure all signup links route to the new experience for 100% of visitors signing up for JumpCloud.
1% Better Every Day
Our effort and investment in the user experience doesn’t end here – experimentation will only continue and further evolve over time as we continuously try new things, measure results, learn from our successes and failures, and iterate often based on user behavior. To that end, JumpCloud’s Growth team is continuously working toward making it easier for people to find JumpCloud, try it out, fall in love with it, adopt it, and expand their usage over time.
To see the new signup page in action, try it out! There’s no cost to sign up, and your first 10 users and devices are free.