B2B SaaS books 300% more demos with one UX fix
QuipCheck didn’t need more traffic. They needed to stop losing buyers before the first click.
Removing resistance results in 300% more demo sign-ups for compliance app QuipCheck.
The challenge
QuipCheck sells compliance software for the plant and machinery industry – a sector still buried in clipboards and paperwork. Their tool was solid. Their post-sign-up conversion rate? Excellent.
The problem? Hardly anyone was signing up.
Despite a clear value prop, their homepage was leaking trust. Less than 5% of visitors clicked “Get Started.”
That wasn’t just friction – it was a full-on credibility gap.
QuipCheck sign-up before and after
The approach
If you want action, you remove the friction blocking 95% of your potential buyers.
QuipCheck’s sign-up form was doing the opposite – asking users to fill out 23 fields before they’d even seen the product. It wasn’t a form: it was a filter.
RAMMP flagged the trust gap and advised a clean split: strip the sign-up down to the bare minimum, and move the data capture into onboarding – after the user’s already engaged.
That one change increased demo bookings and inbound enquiries by over 300%.
QuickCheck form before and after.
Why it worked
Buyers were interested – they just weren’t ready to fill out 23 fields to prove it.
QuipCheck had done the hard part: getting potential customers to the sign-up milestone.
But the form created a wall instead of a welcome. It was like showing up for a first date and being handed a mortgage application. You might be a perfect match, but it’s too much, too soon. People saw the effort required and bailed.
The original intent – personalise the product experience – was sound. But asking for deep info upfront created too much resistance.
By moving those questions into onboarding, QuipCheck matched the ask to the user’s emotional commitment. The same 20+ questions, now broken into three simple in-app steps, felt easy once trust had been earned.
Friction dropped. Sign-ups surged. And because the onboarding felt progressive, not painful, retention rates improved too.
Apply it in your business
If your product needs a ton of input to work properly, that’s fine – just don’t ask for it all upfront.
New users aren’t ready to commit to a full onboarding interrogation. They just want to see if it’s worth their time.
Here’s what works:
Make sign-up stupidly simple.
Email + only the necessary fields. That’s it. Any more, and you’re losing people.Chunk the heavy lifting.
Break required info into small, logical steps inside the onboarding flow – once trust has been earned.Use smart defaults.
Don’t make users fill in everything. Start with placeholders or recommendations to lower effort.
Trello and LinkedIn both nail this: light sign-up, guided onboarding, minimal overwhelm. QuipCheck did the same, and saw sharp lifts in both sign-ups and retention.
Remember: people don’t mind sharing details – they just don’t want to do it before they believe you’re worth it.
Timing is trust.