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What did Ring learn from testing a boring sign-up screen?

Ring's functional signup screen beat a more delightful signup experience with a neighborhood background video. The winning version stripped the screen back to logo, promise, create-account CTA, sign-in link, and support copy, reducing competition around the primary action.

  • By Ali Abouelatta
  • 1 visual
  • 1 min read
  • signup · onboarding · conversion · video
Read as Markdown
Ring signup screen experiment comparing a background video control against a plain experiment.
Ring tested a neighborhood background-video signup screen against a dark, plain signup screen; the visual calls out that the simple version won.1600 × 926opens the full image

The evidence

The Ring visual is a control/experiment comparison: the control uses a background neighborhood video, while the experiment uses a plain dark screen centered on account creation.

What changed

  • Control: background video plus Ring mission copy over the video.
  • Experiment: static dark screen with the Ring logo, short promise, primary CTA, and sign-in link.
  • The experiment removed the moving neighborhood scene from the conversion moment.

Why it matters

  • A mission-oriented visual can still distract when the user is trying to create an account.
  • Plain signup screens can make the CTA easier to parse and tap.

Sources

  1. [1]

    Lazyweb Research: Ring signup-screen experiment

    The Ring example shows a simple signup screen winning against a background video showcasing neighborhoods.

    Source

Methodology

Product-experiment write-up by Ali Abouelatta, dated on August 2, 2024. Source links are listed below.

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