Positive
High confidence
Guardian App Onboarding: Removing 'Start Reading' CTA
The Guardian app's onboarding flow included a 'Start reading' call-to-action that allowed users to skip registration and go directly to content. The hypothesis was that this early exit was cannibalising registrations. The variant removed the CTA and simplified the onboarding steps, requiring users to complete sign-in before accessing content.
Hypothesis
The 'Start reading' CTA in the Guardian app onboarding was giving users an early exit ramp before they completed registration, causing drop-off. Removing it and simplifying the flow would keep users in the funnel and increase completion rates.
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