From click to conversion: Why your job isn’t done after the click

You’ve got their attention. They clicked the ad, signed up, and are ready to dive in. But your job isn’t over yet. Getting someone to click is one thing—turning that click into an active, engaged user is where the magic happens. And a huge part of that process? The sign-in flow.

A seamless sign-in experience can be the difference between a one-time visitor and a loyal user. But, all too often, the sign-in process becomes a roadblock that stops users from continuing their journey. If the experience isn’t smooth, clear, and effortless, even the best ad campaign won’t lead to lasting conversions.

Friction that kills conversions

Let’s be honest—friction kills conversions. If the sign-in process feels complicated, users will abandon it, no matter how compelling the ad or offer was. So, what creates friction in sign-ins?

• Too many steps: Long forms, unnecessary fields, and redundant data requests can overwhelm users. Every extra click or action increases the chance of abandonment.

• Passwords: Complex password requirements, constant resets, and memory fatigue are all huge deterrents. Users don’t want to waste time or risk forgetting login info.

• Verification hassles: Verification emails or links that take forever to load can leave users hanging, leading to frustration and ultimately abandonment.

• Inconsistent cross-device experiences: If users need to sign in again when switching devices, it adds unnecessary steps and confusion. That’s a recipe for lost conversions.

• Signing users out too soon: If users are logged out too quickly, they often forget how they signed in in the first place. This unnecessary friction can make it harder for users to get back in, leading to frustration and lower conversion rates.

Why allowing a "Try It" experience improves conversion

One of the best ways to combat friction is to let users experience your product before signing in. A "try it" experience lets users explore the value of your app without the commitment of creating an account right away. Once they see the benefits of what you’re offering, they’ll be much more likely to convert. It’s about reducing the barriers to entry and allowing them to get comfortable with your app first.

Don’t force sign-in until the right moment

While letting users explore is important, it’s equally crucial to avoid forcing sign-ins too early in the process. If users aren’t ready to create an account or sign in, don’t ask them to. Let them dive in, use the app, and then prompt them for sign-in when it adds value—like when they need to save their progress, access personalized features, or engage further with your app.

The takeaway: Easy sign-ins = higher conversions

At the end of the day, smooth sign-ins = higher conversions. Users who don’t face barriers during sign-in are far more likely to stick around and engage. Simplifying authentication, offering a try-it experience, and prompting sign-in at the right time can make all the difference in turning a click into a conversion.

If you’re looking for an authentication solution that helps you reduce friction and improve conversions, Rownd offers customizable, seamless sign-in experiences that fit right into your app’s flow, ensuring users can sign in easily without unnecessary steps.