Poll: will this new signup process convert?

Hey there,
We’ve made some big changes to the way people signup on logology. I’m curious to get your opinions and feedback. 🙏

Logology has had friction with signups since day 1. At first, it was required before doing ANYTHING on the website, which saw a 90% abandon rate. Then we moved the signup right after the « logo design questionnaire » which improved to a 50% drop off.

However, our « WOW effect » happens right after that: when people get to see their logos. Lots of users told us that’s when they finally understood the link between the questions they answered and the design of their brand (aka: « wow this app is for real! »).

But even though it’s the best part of the experience, half of our audience never saw it. Instead of seeing their logos, they faced a registration page. Even worse, a lot of people let us know that they were frustrated to have spent so much time answering our original questions, only to find that we required signup.

Not the kind of "wow effect" people want:

So why did it take so long for us to address this? Even though it was an obvious issue from day one, there were a couple of reasons not to do it:

1. Logology was originally a private sale website of unique logos, which required an invite code and registration. Since we’d built the whole platform around this, changing it meant a lot of refactoring.
2. We had other big issues further down the funnel that caused lost sales, which we prioritized.
3. We thought that it was better to get people’s email for communication purposes.

However, the reality of the last point is that people didn’t respond that well to our email communication. But why would they really? It’s not like they wanted to give us their email, it was simply a requirement for them to view their logos…

So once we had fixed the other issues with our funnel, we didn’t have any reasons left not to do it. We decided to bite the bullet and refactor the way our platform works.

Instead of seeing a signup wall, we now take you to the logos directly. You can do exactly the same things as before, you just don’t need an account for it. If you want to save your progress for later, you can signup to do so.

Isn’t it better?

Now if I wanted to play the contrarian game, I could see some potential issues with this:

• People will put less value on the product, since it went from being « private » to « public », which feels less exclusive.
• Since people will signup way less, we will lose opportunities for email communication and targeting.

However, my hypothesis is that it will pay off in terms of sales.

I’m curious to get your thoughts on this, you can try the new process here.

Also, if you have experience with removing signup friction and still manage to collect a user’s email address, I'd love to know how you figured it out.