Sign-up user flows for SaaS are one of the most important processes for their whole website. The sign-up user flow is the principle of creating a new account, usually for a new user. For most SaaS and web apps, the new users usually rhyme with new money and that is how companies grow.
Many SaaS websites have different ways to sign-up. In most cases, there are one main sign-up user flow and optionally secondary ways to sign-up through PPC landing pages for example.
Designing an efficient sign-up user flow can be challenging. There are so many points that need to be optimized and thought through when it comes to efficiency. For example, the main element of a sign-up user flow is the registration form. A form that is used to ask information to a new user. Some of that information would be the name of the user, a username, a password and an email address. While designing the user flow, it might be tempting to ask for more information to build a more comprehensive user profile. If you decide to ask for more information, it means you will have a longer form that takes more time to fill out.
Asana Sign-Up User Flow
In this article, we will use the Asana sign-up user flow as an example of a good and efficient flow to follow.
Asana Homepage
The screenshot below is the homepage, the “above the fold” view. The hero section elegant and minimalist. There is a slogan written in big letters with an explanation of what Asana is.
Note the two purple call-to-action button. The difference between both buttons is that one is a button by itself and the second button has a text field next to it. If the user clicks on the first call-to-action button (in the header), a popup will show up with the same text field as the second call-to-action button.
Free Trial Popup for Quick Registration
As stated in the previous paragraph, the screenshot above is the popup that shows up when the user clicks on the “Try for free” button. It’s a simple popup that only asks for the email address. Note what it says under the popup title: “Please use your work email address…”.
Work Email Address Explanation
Asana will detect if the email address entered is a personal email address or a professional one. It lists the benefit of using a work email address instead of a personal one as an incentive. The first call-to-action button is more visible than the second one to make sure the new users use their work email.
A Second and More Detailed Explanation
The link “Why are we asking?” displays a paragraph with a more complete explanation regarding the work email address. Once the user clicks the second button “Continue with my email”, the page in the following screenshot appears.
Please Verify Your Email
This is a very standard page but look at how Asana is detecting the email provider. Instead of writing “Check your inbox…”, there is a button to open a Gmail inbox to verify the email address. The reason to detect Gmail addresses is to make it easy for new users to complete the sign-up user flow and increase as much as possible the conversion rates.
The Confirmation Email
Asana likes to keep things simple and right to the point. There is no explanation in the email, only one line of text and a call-to-action button to verify the email address. The subject line of the email “Complete your Asana sign up” gives an idea to the user where they are in the sign-up user flow.
Start of Asana’s Onboarding
Once the users click the email call-to-action button, they are redirected to the first page of the onboarding user flow. The page itself is clean and minimalist with no navigation. Only Asana’s logo reminds us of where we are. There is the option to change the language of the onboarding user flow. By clicking “Get started”, the user will enter more information, select a password and an account type.
Difference Between Asana and Other SaaS
In this sign-up user flow, it’s easy to see Asana’s strategy. Ask only for the email address and once the email address is verified then ask for more information. The different between Asana and other SaaS is that other SaaS may ask for more information in the beginning and less later while it was the opposite for Asana.
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