In 2022, we saw a 20% drop in successful sign-ins.
Write for all readers
Use clear, conversational language to guide users through a possibly unfamiliar sign-in method, and reduce frustration.
Test strings using the Flesch Kincaid calculator to measure readability.
Optimizing for localization
I translated some content explorations to Dutch (the language that typically expands the most when translated from English) to help give me an idea of what my content would look like after translations.
Keep content consistent to reduce AB test variables
I wanted to keep the language as parallel as possible in both flows to not add more variables to the experiment and impact data analysis.
Results & takeaways
Results TBD! This flow is currently in development and will be launched shortly.
Looking back, I would have encouraged my team to reduce the amount of variables in all the versions and consider iterating on this flow in smaller increments.
Full case study available on request.