Ali Demirbaş - Lab
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Forms & Signup

Delaying Signup Until After the Action: A/B Test

Asking visitors to register before an action may deter those who are not ready to create an account.

  • Forms & signup
  • Action completion rate

Control vs Variant

The moment is the variable, not what appears.

Changed
Timing
Page
Forms & signup
Difference
moved

Hypothesis

Asking after they see the result may increase action completion, but could reduce registration or make it harder to return to work completed anonymously.

How to run this test

Primary metric

Action completion rate

Compare whether more assigned visitors complete the main action.

Other metrics

  • Registration rateMeasure registration among all eligible assigned visitors, not only those who completed the action.
  • Repeat visit rateCompare all assigned visitors over the same follow-up period; report registered users separately.
  • Communication consent rateMeasure explicit consent separately from account creation or providing contact details.
  • Support contactsTrack reports such as “I can't find my result.”

What to check before and during the test

  • TimingMove the registration request from before the action to after it is complete.
  • Keep constantKeep the action, registration fields and value proposition unchanged.
  • Later registrationMeasure how many visitors who completed without registering later create an account.
  • AccessVerify that the completed result remains accessible without registration.
  • Separate testsTest “save your progress” and other framing separately.

Setup mistakes to avoid

  1. 1Do not delay registration only to force visitors into an unclosable registration screen later.
  2. 2Do not complete the action and then lock the result behind registration.
  3. 3Do not change timing and registration fields together.
  4. 4Do not call a win from more completed actions without measuring lost registrations.
  5. 5Do not test delayed registration for actions that legally require identity or consent first.