ScoreMySiteCall to action
Too much friction at signup
By Caleb Gross · Updated · Based on Jev AI scores of 116 pages
Short answer
Ask for as little as possible before the user sees value: email or social login, no card for the trial, and details later.
Your landing page can do everything right, and then the signup form asks for company size, phone number, job title and a credit card. Every extra step is a place to quit.
8.0/10
average call to action score across the leaderboard
Why it matters
The click on your button is only half of a conversion. If the next screen feels like work, much of the interest your page built is lost.
Signs your page has this problem
- The signup form has more than three fields.
- A credit card is required to start a trial.
- Users must confirm their email before seeing anything.
- Phone number is required for a self-serve product.
How to fix it
- 1
Cut the form to the minimum
Email (or Google/GitHub login) and password. Ask for everything else later, inside the product.
- 2
Drop the card for trials
If you require a card, say so on the landing page and explain why.
- 3
Show value before confirming
Let people use the product immediately and confirm their email in the background.
- 4
Say what happens after signup
“You'll be in your dashboard in 30 seconds” sets expectations.
Checklist
- Three fields or fewer
- Social login offered
- No card for the trial, or it's explained upfront
- Users see value before email confirmation
Pages that get this right
The highest call to action scores on the ScoreMySite leaderboard.
daisylanding.com
DaisyLanding: Build Your App's Landing Page in 60 Seconds with daisyUI
joinspelt.com
Create your company | Spelt
scoremysite.dev
ScoreMySite: free AI landing page grader for conversion and design
Questions
Should I require a credit card for a free trial?
Requiring a card usually means fewer trials but more paid conversions from those who start. For a new product that needs users and feedback, starting without a card is usually the better trade.
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More landing page mistakes
Call to action
Generic or high-friction call to action
“Submit” or “Learn more” buttons, or a demo form as the only way in.
Call to action
No button in the first screen
Ready visitors have to scroll to find a way to start.
Call to action
No call to action at the end of the page
Visitors who read everything reach the bottom with nothing to click.
Call to action
Too many competing calls to action
Five buttons and a busy nav pull visitors in different directions.
Headline
Your headline doesn't say what you sell
Clever or abstract headlines make visitors guess what the product is.
Headline
Buzzwords and jargon in your headline
“AI-powered, all-in-one platform” tells visitors nothing they can picture.