Simplifying account creation to reduce drop-off
An account creation form cut down to the essentials, with the rest of the profile asked for when it becomes useful.
- Role
- Project manager
- Period
- A few months, 2024
- Systems
- Umbraco, Dynamics, Odoo
- Profiles
- Companies, sole traders, individuals
The challenge
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.
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 friction points at the start
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Friction 01
Everything upfront
The form asked for all information at the start, whatever the profile.
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Friction 02
Significant drop-off
Some visitors gave up before the account even existed.
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Friction 03
Information not always needed
Some of it only mattered for specific profiles or services.
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.
What was delivered
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A minimal core
Just enough to open an account quickly.
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Progressive profile enrichment
The rest of the profile at the right moments, mandatory when a service requires it.
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User stories per profile
With the matching access rules, tested on real user journeys.
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 the project made possible
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Less drop-off
The drop-off rate at account creation fell noticeably.
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Faster access
Users complete their profile when it is genuinely needed.
Key takeaways
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.
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A matter of business logic
Ask for information when it makes sense to the user, not before.
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Adapt the journey to profiles
Rather than one path forced on everyone.
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Systems kept in sync
Several separate systems have to follow the same profile.
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Asking for less information can also be a business decision
If your journey asks for too much information too early, I can help separate what is genuinely needed from what can wait.