A small change with a big impact on our conversion rate

We made a small change yesterday on Everyme that had a huge impact on our conversion rate.

When a user invites a friend or family member by email to an Everyme Circle (basically, a group),we send an email to the invitee:

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Each of the links in the email body, when clicked, bring you to our signup flow with your information pre-filled:

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All the user has to do is fill in their password and they’re now part of the Circle. Very simple.

However, if the user is already logged-in to an account on their browser when they click the invite link, we assume they have been invited to a new Circle and want to join it, so we automatically associate their existing account with the new Circle. Now the user is part of multiple Circles, which is good.

Over the past couple months, we’ve had a couple reports here and there that people were having trouble joining a Circle via our invite emails. Basically, we have a guard in place so that people don’t join a Circle twice. If you try to join a Circle via an email invite and you are already part of that Circle, we cancel the invite.

Yesterday, we decided to make a small change to see what happens. Now, we no longer automatically associate their account with the new Circle if a user is already logged-in. Instead, we log them out and force them to make a choice on whether to sign-up fresh or login again, just in case it’s a different person using the same browser. The results are huge. Today is by far our biggest day ever in terms of email and SMS signup conversion and we’re only halfway through the day.

So what does this mean? It means a couple things that you might want to think about when designing a system:

  1. Lots of people share the same computer with other people - so don’t hook up your email buttons to automatically do things on your site without double checking the user’s identity.

  2. People do not always have multiple email addresses so assume different emails are different people.

  3. People do things together, including signing up for new services. It’s very clear from our data here that one person signs up and invites somebody else nearby to them, in the same place and possibly in the same room. Use this info wisely.

 
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