Virgin Mobile UAE
A mobile network operator in the United Arab Emirates with a digital sign-up flow.
Virgin Mobile UAE saw heavy drop-off at the number selection step of sign-up. It tested a pre-assigned random number that users could still change, which raised progression to registration by 9% and cut drop-off by nearly 18%. The lesson: find your worst sign-up step, replace the upfront decision with a default, and keep it easy to override.
- Pick or transfer a number upfront
- Users dropped off at this step
- App assigns a random number
- Number shown prominently
- Users can still change it
Registration progression up 9%, drop-off down nearly 18%
From Virgin Mobile UAE A/B test
What was said about Virgin Mobile UAE
Virgin Mobile UAE pre-assigned a random number to cut sign-up drop-off. Users dropped off at the number selection step, where they had to choose or transfer a number upfront. In the variant, the app assigned a random number, showed it prominently and let users change it. Progression to the registration step rose 9% and drop-off fell by nearly 18%.
The team started from a funnel observation and changed only that one step instead of redesigning the whole flow, which made the result easy to read and the win easy to ship. The number stayed editable, so the default kept its speed while users with a specific preference kept control. The test reported progression and drop-off together, which shows how much of the gain came from more people moving forward versus fewer leaving.
Version A and version B as Virgin Mobile UAE tested them.
Simplifying onboarding: Virgin Mobile UAE's A/B test
Saw high drop-off at the number selection step of sign-up. Testing a pre-assigned random number that users could change raised progression to registration by 9% and cut drop-off by nearly 18%.
Virgin Mobile UAE pre-assigned a random number to cut sign-up drop-off. Users dropped off at the number selection step, where they had to choose or transfer a number upfront. In the variant, the app assigned a random number, showed it prominently and let users change it. Progression to the registration step rose 9% and drop-off fell by nearly 18%.
The team started from a funnel observation and changed only that one step instead of redesigning the whole flow, which made the result easy to read and the win easy to ship. The number stayed editable, so the default kept its speed while users with a specific preference kept control. The test reported progression and drop-off together, which shows how much of the gain came from more people moving forward versus fewer leaving.
Version A and version B as Virgin Mobile UAE tested them.
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