A recipe website featuring meals made in 30 minutes or less was in need of an update to its existing registration process, which included several paths to the same end - registration. Not only was the site requesting information that was not necessary for site or business objectives, but the multiple paths for registration left users confused about whether they were a "lite" or a "full" registrant.
By revamping the registration process, the site was able to cut down the multiple registration options to feature a newsletter sign up which only required an email address and zip code, while the site registration requested a password in addition to those basic fields. Additional personalization information was saved for engaged users who interacted with their profile or took certain actions on the site to trigger personalization questions.
These optimization recommendations were validated in a usability with 10 users, and after launch the site saw a 325% increase in site registrations.