Driving account creation by priming for future value

Too many users were downloading Dashlane and churning before they even created an account. We wanted to understand why.

Context

The data team found that although we had a healthy daily download rate on mobile, there was a significant amount of churn before users had a chance to see what the app could offer them. Our research team felt that we had a gap in our knowledge of new users’ motivations for downloading the app — and whether their needs were being met.

Process

Working together, the UX researcher, product designer, and I mocked up the first iteration. We then created two further versions that better highlighted Dashlane’s value. We knew the situation required a real testing environment, so instead of online user testing, we decided to run an A/B/C test live in the product.

Solution

During the iteration process, we realised that we had an opportunity to prime users for the future value that they could get from the app. We found great success when framing the options as “I want” statements. We hypothesised that this was because each of these user wants could be simply addressed by a Dashlane feature — thereby giving users increasing users’ motivation to continue with the app.

Results

Iteration 3 was by far the best performing version, offering a 29% increase in account creation compared to the control.