November 25, 2019

We built a second sign-up process

Tim Madden @trike

So much effort goes into getting users to come to your site and check out your product. It's demoralising to see 1% conversion rates from different referrers. So we sat down and thought of another way to get people introduced to our product that would increase conversion rates.

Secalerts is a service that alerts users to software vulnerabilities matched to their software stack. It's hard to capture people's attention with an elevator pitch like that. We needed a way to show people how it can relate to them in a much easier manner.

So instead of people discovering our site, reading about it, signing up and entering their software to see results, we made a scanner that takes their url and automatically detects some of their stack and shows them their previous 6 months of vulnerabilities without entering anything. We hoped they would then continue with the signup process after seeing value.

Also, sending a link that's, 'Hey check out https://secalerts.co' we could send a link like this 'Hey check out our audit tool https://secalerts.co/security-audit?url=tesla.com' (Inserting their own url). We thought this would make people more engaged from the outset.

It worked... kind of.

We are seeing ~7% conversion from the audit tool and ~1% from news article traffic.

This is still nowhere near the ~20% conversions we saw from niche newsletter traffic and we get ~8% conversion from the home page when people do land there, but it was still a successful exercise and maybe some inspiration for someone to think a bit differently about getting people's attention.

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