Secret Escapes is a flash-sale luxury travel company that offers discounted deals on 4 and 5-star hotels around the world.
They decided to boost sign ups, so they A/B tested 2 variations:
1. A mandatory sign-up form (input your email to register).
2. The same form + a “SKIP” option. The idea is that people will try the service, see the value and then – signup.
Result: #1 generated 2 times more signups than #2.
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