Signup flows are typically a user’s first interaction with a product, so it’s critical that they give the user a great, if not outstanding, first impression to assist product adoption and improve user activation.
High-performing signup flows all have one thing in common: they convey an understanding of their target audience. This is communicated through thoughtful design, curated signup options, and trust-building elements like customer proof and testimonials. Companies that check all of those boxes are able to maximize their signup conversion rate.
Below, we’ve assembled a list of the 10 best signup flows for 2023—from companies of all different sizes serving all different customers—so that you can draw inspiration when creating or improving your own. Let’s dive in.
1. Rive
Rive is a powerful design software for creating and shipping interactive animations.
Since it’s a cutting-edge tool for designers, their signup flow is contemporary and sleek. It features two single sign-on options—Google and Facebook—which they’ve cleverly described as “express” logins for those that may be unfamiliar with SSO.
Rive also enables users to manually sign up by entering their email address, password, and role from a dropdown menu. By collecting the user’s role, Rive is able to better understand which specific designer personas use their product and refine their ideal user profile for more personalized marketing, sales, and product targeting.
Rive’s signup flow also includes unique touches that designers can appreciate, like a tab for quickly toggling between signup and login, and a Rive-built animation of Marty McFly on a hoverboard. The animation also serves to showcase the platform’s capabilities and reinforce its product offering.
2. Notion
Notion is an all-in-one workspace for tasks, notes, wikis, databases, and team collaboration.
Notion serves all types of users from solopreneurs and indie hackers to hyper-growth startups and enterprise companies. As a result, their signup flow is simple, unassuming, and approachable for any category of user—only requiring a “work” email address (or use of Google or Apple SSO) to get started.
Notably, Notion’s signup flow features a red submission button—a style typically reserved for warning buttons, like confirming a deletion. In this instance, however, it serves to stand out and dramatically call the user’s attention to submitting the form and successfully converting as a user. As an app with 20M+ users, this coupled with their straightforward approach to account creation reinforces Notion’s focus on any and all types of user growth.
3. Figma
Figma is a popular design platform for teams who build products together.
Figma’s signup flow is launched as a lightbox modal, entering users into a focused signup environment. This approach to user signup intelligently side-steps the common practice of redirecting users to a dedicated signup page, limiting the risk of user drop-off and increasing conversions
Like other signup flows, Figma enables users to create an account using Google SSO or by manually entering their email and creating a password.
4. Slack
Slack is a messaging app for professionals, organizations, and communities.
Like Notion, Slack follows a focused and passwordless approach to their signup flow, requesting just a user email for account creation and then sending an email code to complete signup.
This approach, known as passwordless authentication, is more secure for users as it prevents potential hackers from accessing what would otherwise be a text-based password stored in Slack. Users also often reuse their passwords across multiple professional and personal accounts. In turn, it works to provide a more seamless user experience by not requiring users to create and memorize a unique password every time they log in to their account.
Also like Notion, they allow users to sign up with Google and Apple SSO—although it is worth noting that both Slack and Notion prioritize capturing a work email above SSO.
Slack (and Notion) does this intentionally as a user that provides a work email is more valuable to marketing and sales than a Google or Apple account, which are more often for personal use and less likely to drive new revenue.
5. ClickUp
ClickUp is a full-suite task management platform built for enterprises and large organizations.
ClickUp’s signup flow is strongly branded, visually engaging, and includes just three fields: full name, email address, and password. By collecting a full name at signup, ClickUp is able to personalize onboarding using the user’s first name as well as pull data on new users for the purpose of enterprise sales and other forms of communication.
As a rising tool in the highly-competitive space of project management software, ClickUp uses its signup page to reinforce its brand (featured four times on-page) and showcase recognizable enterprise customer logos and a total user count below their signup flow to establish customer proof.
Lastly, ClickUp opted to use “Play with ClickUp” as their submission button text (versus a basic call to action like “sign up”) to foster excitement for completing the form and gaining access to the product, a branded touch that can work to drive more conversions.
6. Stytch
Stytch is an all-in-one platform offering authentication and authorization products.
Stytch’s signup flow prioritizes single sign-on via a Google workspace account, a show of Stytch “eating their own dog food” by using their own product and showcasing how easy it is for users to sign up with a single click. Additionally, they enable users to sign up using email, which uses their Email Magic Link product to send a secure login/confirmation link to the provided email.
As a startup tackling a space that requires the highest standards in security and trust, Stych reinforces its signup flow with customer proof and by reaffirming its core value props—build, improve, and customize authentication flows.
7. Linktree
Linktree is a landing page builder helping creators and professionals collect, curate, and display relevant links.
Like the social platforms (Instagram and Twitter) that Linktree links are most often used on, they place an emphasis on allowing the user to create and preview a unique user handle—a touch that shows they strongly understand their target audience—before collecting an email for account creation. Additionally, they remind users that they are able to change their handle at any time—easing the user’s concern of needing to pick a unique handle at this step and reducing the risk of dropoff.
Linktree’s signup page also appeals to its creator audience by featuring a contemporary design showcasing its capabilities: linking out to social media accounts, high-quality content, and monetization efforts like online courses.
8. Miro
Miro is an online collaborative whiteboard platform to bring teams together, anytime, anywhere.
Miro’s signup flow, like Slack and Notion, is simple and prioritizes capturing an email over SSO, although they allow users to sign up using a handful of other accounts with Google prioritized but also Slack, Office 365, Apple, and Facebook (the most SSO offerings of a signup flow in this list, and likely for good reason).
As a platform focused on collaboration between teams, offering a variety of SSO options is a way to exhibit support for (and imply proof of) a wide range of users and teams using all sorts of organizational tools.
Miro also nudges users to sign up using their work email address (vs. a personal address) which enables them to more easily pull data like your employer and role. This information is helpful content for customer success, sales, and partnerships.
9. UserPilot
UserPilot is a product growth platform enabling product teams to deliver personalized in-app experiences.
Their signup flow collects core user information—email, name, and password—to create an account. Once a user has submitted the signup form, UserPilot immediately sends a confirmation email to the submitted address for verification. The confirmation email then launches users into an onboarding flow within the product.
UserPilot’s signup flow is also paired with a strong testimonial from an ideal customer persona—a product leader at a SaaS company. This serves as a signal to users in similar roles at similar companies that they’ve chosen the right product, which works to boost conversions.
10. PostHog
PostHog is an open-source suite of product and data tools, built for engineers.
As a platform primarily serving developers, they enable users to sign up with an account from Google or reputable developer platforms like Github and GitLab. Users can also sign up using their company email and password, although it is worth noting that SSO—a more secure means of signup/login—is prioritized.
PostHog also uses a multi-column layout to rehash product features and provide customer proof, working to remind users what it is they’re signing up for and what they stand to gain from it.
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