Simplifying onboarding: Virgin Mobile UAE's A/B test

The bottom line

Virgin Mobile UAE raised sign-up progress by pre-assigning a random number that users could change, instead of making them choose or transfer one upfront. Removing that early decision cut drop-off at the number selection step.

Key takeaways

A pre-assigned number made the sign-up flow easier to continue. Users no longer had to decide on a number before moving on.
- The variant prominently displayed a random number, with the option to change it.
The change increased the share of users reaching registration. More people got past the step where many had left.
- Progression to the registration step rose 9%.
Drop-off at this step fell sharply. The number selection step had been a clear point of loss.
- Drop-off rate decreased by nearly 18%.

The problem and the test

A default number removes the decision that stalled sign-ups

Number step	Original	Variant
What users see	Choose or transfer a number	Random number shown prominently
Decision needed to continue	Yes, upfront	No, proceed right away
Can pick own number	Yes	Yes, optional change
Outcome	High drop-off	Drop-off down nearly 18%

Users could still change the number. They just no longer had to decide before moving on.

A high drop-off at number selection led to a test of a default number in place of an upfront choice.

The original design asked users to choose or transfer a number first.
- Virgin Mobile UAE saw high drop-off at this step of the sign-up flow.
The variant assigned a random number automatically.
- The number was shown prominently so users could proceed right away.
- Users could still change it if they wanted.

Version A and version B as Virgin Mobile UAE tested them. Screens from abtest.design.

The result

Progression rose 9% as drop-off fell nearly 18%

Progression to registration9%

Drop-off at number step-18%

Both changes are relative to the original flow, where users had to pick or transfer a number first.

The variant moved more users forward and reduced drop-off.

More users reached the registration step.
- Progression increased by 9%.
Fewer users left at the number step.
- Drop-off rate fell by nearly 18%.

In the growth library

Virgin Mobile UAE, Onboarding test. Virgin Mobile UAE cut friction in sign-up by pre-assigning a random phone number instead of forcing users to pick or transfer one first. The change lifted progression to registration by 9% and cut drop-off by nearly 18%.

Lessons that draw on this: