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How Spotify’s design optimizes for sign-up conversions
Analyzing the growth strategies behind the music streaming platform
One thing I’ve learned as a UX designer is that a poorly designed sign-up flow can be a real problem for a business. If you’ve worked as a “growth designer”, then you are no stranger to conversion rate optimization (CRO).
“Conversion rate optimization, or CRO, is the process of increasing the percentage of users or website visitors who complete a specific action to increase the number of leads you generate.”
— HubSpot
The “specific action” mentioned includes things like signing up for a membership, creating an account, or buying a product.
In Spotify’s case, their conversion rate from free users to premium subscribers topped 46% in Q1 2019. That’s just insane. To put it into perspective, the average conversion rate for freemium models is between 2% to 5%. Dropbox, a successful company in the cloud-storage space, only had a 4% conversion rate once it hit 100 million active users.
