Increasing signups by 36% with SSO

How simplifying sign-up with Google and Apple drove a major lift in conversions.

The problem

For a long time in the Orbi app, users would have to log in and sign up via an email address and enter their password. SSO sign up is a common practice, but because we were a small tech team we didn't have the time to prioritise it. As with all apps, the onboarding process is a sensitive process. If not done correctly it could leave a lasting impression that could make or break the app. So I decided to take the initative and created a simple prototype to showcase my point and presented it to the team.

The design

I had designed and built a simple prototype to showcase what it would like for our users if we had SSO in place. By gathering the team and presenting something visual, it made it easier for all the stakeholders involved to envision what the end result would look like and its benefits. It was a no-brainer and we prioritised it in our next cycle.

Backed by data

After several weeks of development, we had built the feature and quietly released it at the start of the year. As time went on we would see new users starting to use the feature. After several months we could see how one simple decision had helped increase our signups by 36%.

Lessons learned

Although developing an SSO signup feature isn't as simple as it sounds, sometimes it's those subtle upgrades that can improve the user experience drastically. I'm going to try and always be on the lookout to see what updates we can implement that has the potential to boost our KPI's.