Simplifying account creation to reduce drop-off

In brief

The platform of a semi-public organisation in the construction sector serves several distinct profile types: companies, sole traders and individuals, each with different rights and needs. The account creation form asked for all information upfront, regardless of profile, which caused significant drop-off during sign-up.

The challenge

Asking for too much information at the first step discourages some visitors before the account even exists. Some of that information was in reality only useful for certain profiles or specific services, not for every user from the outset.

The approach

Account creation was reduced to a minimal core, enough to open an account quickly. The rest of the profile is then completed progressively, at relevant points in the journey, and sometimes becomes mandatory when the profile or requested service requires it. This logic was translated into precise user stories for the external provider, taking into account each profile type and its associated access rules. It was then tested on real user journeys before validation.

Several systems were involved in the project: the website, the CRM in Dynamics and invoicing in Odoo. The providers had to be coordinated so that the gradual enrichment of the profile worked smoothly across all systems.

The result

The drop-off rate at account creation has fallen noticeably. Users reach the platform faster and complete profile-specific information at the point when it is genuinely needed, rather than having to provide everything upfront.

What this shows

This project shows that a shorter form is not just a usability issue, but also a matter of business logic: asking for information when it makes sense to the user, not before. Adapting the journey to different profiles rather than forcing everyone through the same path, while keeping several separate systems in sync.