Data-Driven Insights to Improve User Conversion and Onboarding Experience
This project analyzes user registration behavior to uncover friction points in the sign-up process of 365 Company’s platform.
By combining SQL for data extraction and Tableau for visualization, the analysis identifies where users drop off, which sign-up methods perform best, and how UX improvements can directly enhance visitor-to-free-user conversion rates.
To evaluate the effectiveness of the current sign-up flow, quantify failures by method and device, and propose actionable optimizations to increase conversions and improve the overall user experience (UX).
365 Company noticed stagnating user conversions despite offering multiple sign-up options (Email, Google, LinkedIn, Facebook).
The business needed a data-driven approach to pinpoint where users abandon the process and how to fix those issues efficiently.
| Category | Tools / Techniques |
|---|---|
| Data Extraction & Querying | SQL (MySQL Workbench) |
| Visualization | Tableau Desktop / Tableau Public |
| Analysis | Descriptive Statistics, Funnel Analysis, Hypothesis Testing |
| Business Insight | A/B Testing, Opportunity Sizing, Conversion Rate Analysis |
- Desktop sign-up fail rate: 1.16%
- Mobile sign-up fail rate: 3.24% → mobile users are 3× more likely to fail.
- Most failures by OS: Android (2,309)
- Most successful retries: Android (4,077)
| Method | Success Rate | Fail Rate | Notes |
|---|---|---|---|
| 91% | 3.2% | Most popular & reliable | |
| 87% | - | Stable conversion performance | |
| 69% | 7.6% | Frequent “unknown” API errors (349) | |
| 65% | 6.2% | High error rate; 25% login fails post-sign-up |
- 85% of email input errors came from mobile users.
- 1,273 out of 1,508 total email failures occurred on mobile.
- Common issues: tiny form fields, password complexity, and input autocorrect problems.
- 778 users closed the Google OAuth pop-up mid-process → external, user-driven failure event.
| Problem Area | Observation | Recommendation |
|---|---|---|
| Mobile Email UX | High input & password error rate | Simplify email form and reduce password complexity |
| Social Sign-Up Visibility | Users default to email | Highlight Google & LinkedIn options more prominently |
| OAuth Pop-Up | Premature closure | Add in-app guidance or fallback login option |
| Facebook Integration | 349 unknown errors | Investigate API issue and improve error logging |
| Password Recovery | Multi-step process | Simplify to 1-click password reset flow |
- Expected Conversion Lift: +10% (3.2% → 3.52%)
- Additional Free Users: +3,587
- Paid Conversions per 10K Visitors: +14
- Revenue Gain per 10K Visitors: ≈ $420 (at $30 ARPU)
- Scalable Revenue Impact: Significant when extrapolated to total visitor volume
| Parameter | Value |
|---|---|
| Hypothesis | Highlighting social sign-ups increases conversion |
| Test Type | Two-Sample A/B (Parallel) |
| Metric | Visitor → Free Conversion Rate |
| Baseline Conversion | 3.2% |
| Target Uplift (MDE) | +10% |
| Significance Level (α) | 0.05 |
| Statistical Power (1−β) | 0.8 |
| Sample Size Estimate | ~50,000 visitors per variant |
Dashboard Views:
- Funnel Overview – Visitor → Attempt → Success (by device & OS)
- Sign-Up Method Breakdown – Google, LinkedIn, Facebook, Email
- Error Distribution – Error types & frequencies
- Mobile UX Analysis – Email input error visualization
- A/B Test Simulation – Expected lift and revenue forecast
- Promote high-success social sign-ups (Google, LinkedIn) at the top of the form.
- Redesign mobile email fields — optimize for small screens and reduce password friction.
- Fix technical errors — investigate Facebook and Google OAuth integrations.
- Simplify password recovery to improve reactivation.
- Run structured A/B tests to validate improvements and monitor key funnel metrics.
| Metric | Before | After (Expected) | Outcome |
|---|---|---|---|
| Visitor → Free Conversion | 3.2% | 3.52% | +10% relative lift |
| Free → Paid Conversion | 0.43% | 0.45% | +14 new paid users / 10K visitors |
| Incremental Revenue | - | +$420 / 10K visitors | Sustained growth potential |
Streamlining the sign-up experience is not just a UX improvement — it’s a growth lever.
Data analysis revealed that mobile and email friction are the biggest bottlenecks, while social logins like Google and LinkedIn drive efficiency.
Implementing the recommended optimizations can produce measurable revenue and engagement growth.
SQL · Tableau · Data Visualization · Funnel Analysis · A/B Testing · Business Analytics · Statistical Validation · Data Storytelling · Conversion Optimization
Give it a ⭐ on GitHub and connect with me to discuss Data analytics !
👤 Nishi — Data Analyst
📍 Passionate about transforming raw data into business impact through analytics and visualisation.
🔗 LinkedIn | Email | | TABLEAU PUBLIC
© 2025 Nishi — All Rights Reserved
Sign-Up Flow Optimisation Analysis with SQL & Tableau Project