If you remove just one step from your signup process—can it really make a difference?
Franciscan University runs a content site called Faith and Reason, where users can sign up for free courses.Â
Originally, visitors had to click a button to open the signup form. For this test, they embedded that form directly on the homepage to see if removing one layer of friction would increase email signups.
The result, the embedded form version led to a 15.7% increase in signups—a statistically valid lift with over 95% confidence. Just making the form visible upfront helped more people cross the finish line.”
Sometimes, the smallest changes unlock the biggest wins. If you want more signups—don’t just ask people to click. Invite them to act right where they are.
NextAfter Minutes are powered by real fundraising experiments designed to uncover what inspires people to give. Want to go deeper? Explore our NextAfter Institute/training, dig into more Resources/experiment library, or join us at the NIO Summit to learn alongside fundraisers and digital leaders putting these ideas into practice. And if you’re ready to apply experimentation and optimization to your own fundraising, [connect with the NextAfter team] to see how we can help you grow generosity.
