How Spotify’s design optimizes for sign-up conversions

One thing I’ve learned as a UX designer is that a poorly designed sign-up flow can be a real problem for a business. If you’ve worked as a “<a href="https://pony.studio/design-for-growth/what-is-growth-designer" rel="noopener ugc nofollow" target="_blank">growth designer</a>”, then you are no stranger to <a href="https://www.hotjar.com/conversion-rate-optimization/" rel="noopener ugc nofollow" target="_blank">conversion rate optimization (CRO)</a>. <blockquote> “Conversion rate optimization, or CRO, is the process of increasing the percentage of users or website visitors who complete a specific action to increase the number of leads you generate.” — <a href="https://blog.hubspot.com/marketing/conversion-rate-optimization-guide" rel="noopener ugc nofollow" target="_blank">HubSpot</a> </blockquote> The “specific action” mentioned includes things like signing up for a membership, creating an account, or buying a product. In <a href="https://spotify.com/" rel="noopener ugc nofollow" target="_blank">Spotify</a>’s case, their conversion rate from free users to premium subscribers <a href="https://www.theverge.com/2019/4/29/18522297/spotify-100-million-users-apple-music-podcasting-free-users-advertising-voice-speakers" rel="noopener ugc nofollow" target="_blank">topped 46% in Q1 2019</a>. That’s just insane. To put it into perspective, the average conversion rate for <a href="https://www.paddle.com/resources/freemium" rel="noopener ugc nofollow" target="_blank">freemium</a> models is <a href="https://hbr.org/2014/05/making-freemium-work" rel="noopener ugc nofollow" target="_blank">between 2% to 5%</a>. <a href="https://www.dropbox.com/" rel="noopener ugc nofollow" target="_blank">Dropbox</a>, a successful company in the cloud-storage space, only had a <a href="https://www.forbes.com/sites/victoriabarret/2012/11/13/dropbox-hits-100-million-users-says-drew-houston/?sh=ff1f6117586d" rel="noopener ugc nofollow" target="_blank">4% conversion rate</a> once it hit 100 million active users. <a href="https://uxdesign.cc/how-spotifys-design-optimizes-for-sign-up-conversions-63303f89b466">Read More</a>