Boosting Gusto's signup flow:
Boosting Gusto's signup flow:
Boosting Gusto's signup flow:
15% conversion growth via iterative testing
15% conversion growth via iterative testing
15% conversion growth via iterative testing
Responsive Web ◇ Growth Experimentation ◇ 2023
I drove measurable business growth by implementing a password-free lead form and personalized content to successfully increase lead conversion.
I drove measurable business growth by implementing a password-free lead form and personalized content to successfully increase lead conversion.
I drove measurable business growth by implementing a password-free lead form and personalized content to successfully increase lead conversion.
Role
Senior Product Designer
Timeframe
~3-4 months
Team
Product Manager
Software Engineers (2)
Revenue
$400MM+
Company size
2,000+
Context
Gusto was becoming larger and more complex as a product, requiring a more streamlined lead-capture experience that could engage users with a clear introduction to Gusto’s products without requiring immediate account creation.
Gusto was becoming larger and more complex as a product, requiring a more streamlined lead-capture experience that could engage users with a clear introduction to Gusto’s products without requiring immediate account creation.
Gusto was becoming larger and more complex as a product, requiring a more streamlined lead-capture experience that could engage users with a clear introduction to Gusto’s products without requiring immediate account creation.
Problem Space
The existing sign-up flow was seemingly frictionless, but we lost people who were looking to connect with sales or learn more first, while others lingered in onboarding without running payroll because we sent them there too soon.
The existing sign-up flow was seemingly frictionless, but we lost people who were looking to connect with sales or learn more first, while others lingered in onboarding without running payroll because we sent them there too soon.
The existing sign-up flow was seemingly frictionless, but we lost people who were looking to connect with sales or learn more first, while others lingered in onboarding without running payroll because we sent them there too soon.
Solution
I redesigned the funnel to create dual pathways to match different levels of intent. I simplified content for easy scanning and allowed the user to customize their journey. A password-free lead form boosted conversions without compromising lead quality.
I redesigned the funnel to create dual pathways to match different levels of intent. I simplified content for easy scanning and allowed the user to customize their journey. A password-free lead form boosted conversions without compromising lead quality.
I redesigned the funnel to create dual pathways to match different levels of intent. I simplified content for easy scanning and allowed the user to customize their journey. A password-free lead form boosted conversions without compromising lead quality.
Impact
Achieved a significant lift in conversion rates and established a true MQL metric, enhancing lead quality and creating a foundation for personalized upselling strategies.
Achieved a significant lift in conversion rates and established a true MQL metric, enhancing lead quality and creating a foundation for personalized upselling strategies.
Achieved a significant lift in conversion rates and established a true MQL metric, enhancing lead quality and creating a foundation for personalized upselling strategies.
15%
increase in quality lead capture
25%
increase in account creations
MQLs
Introduced ability to capture marketing qualified leads
Introduced password-free lead forms
Introduced password-free lead forms
STEP ONE
STEP ONE
STEP ONE
Audit the original flow
Audit the original flow
Audit the original flow
The original sign-up flow created friction by requiring users to set a password upfront, slowing down lead capture and engagement.
The original sign-up flow created friction by requiring users to set a password upfront, slowing down lead capture and engagement.
The original sign-up flow created friction by requiring users to set a password upfront, slowing down lead capture and engagement.
First, there were. challenges with site-wide call to action.
First, there were. challenges with site-wide call to action.
First, there were. challenges with site-wide call to action.
First, there were. challenges with site-wide call to action.
First, there were. challenges with site-wide call to action.
High drop-off in onboarding - upwards of 25%
High drop-off in onboarding - upwards of 25%
High drop-off in onboarding - upwards of 25%
High drop-off in onboarding - upwards of 25%
High drop-off in onboarding - upwards of 25%
Those not ready to sign up have no way to connect with Sales.
Those not ready to sign up have no way to connect with Sales.
Those not ready to sign up have no way to connect with Sales.
Those not ready to sign up have no way to connect with Sales.
Those not ready to sign up have no way to connect with Sales.
STEP TWO
STEP TWO
Gather qualitative and quantitative insights
Gather qualitative and quantitative insights
Gather qualitative and quantitative insights
I analyzed homepage behavioral data to understand where we needed to put our focus.
I analyzed homepage behavioral data to understand where we needed to put our focus.
I analyzed homepage behavioral data to understand where we needed to put our focus.
I analyzed homepage behavioral data to understand where we needed to put our focus.
I analyzed homepage behavioral data to understand where we needed to put our focus.
I dug through shopper journey customer research to empathize with the user.
I dug through shopper journey customer research to empathize with the user.
I dug through shopper journey customer research to empathize with the user.
I dug through shopper journey customer research to empathize with the user.
I dug through shopper journey customer research to empathize with the user.
personas
Who I was designing for
Who I was designing for
Who I was designing for
The Small Business Owner
The Small Business Owner
Runs a small business (e.g., café, boutique, consulting firm). Likely has 1-10 employees.
Runs a small business (e.g., café, boutique, consulting firm). Likely has 1-10 employees.
Motivation
Needs simple, reliable payroll solutions. Wants to stay compliant without becoming a payroll expert.
Behavior
Has never used payroll software before. Relies on guidance to set it up correctly.
Pain Points
Overwhelmed by tax rules, compliance, and payroll setup. Worries about making mistakes.
Design Consideration
Needs step-by-step onboarding, plain-language explanations, and access to expert support.
The Growing Startup Founder
The Growing Startup Founder
Leads a startup. Has 1-20+ employees and beginning to scale.
Leads a startup. Has 1-20+ employees and beginning to scale.
Motivation
Wants an automated payroll system that integrates with other business tools.
Behavior
Tech-savvy and compares payroll solutions before choosing. Interested in HR and benefits integration.
Pain Points
Needs a scalable system that doesn’t require micromanagement.
Design Consideration
Needs integration details, advanced payroll features, and HR automation tools.
So… how might we…
So… how might we…
So… how might we…
Bridge the gap between account creation and payroll initiation to increase organic visits converting to quality leads, that actually run payroll?
Bridge the gap between account creation and payroll initiation to increase organic visits converting to quality leads, that actually run payroll?
Bridge the gap between account creation and payroll initiation to increase organic visits converting to quality leads, that actually run payroll?
STEP THREE
Brainstorm and ideate
Brainstorm and ideate
Brainstorm and ideate
Value props like how Gusto automates payroll, reducing errors and saving time and stress.
Tailored user pathways based on each prospect’s unique business needs.
A way to try out the product and connect with Sales without needing to commit to anything.
My hypothesis: Suppose the sign-up flow reduces friction by allowing users to create an account without requiring a password initially. In that case, it will increase the number of completed sign-ups and conversion rates, as users will perceive the process as quicker and less effort-intensive.
My design goals: Capture lead information without requiring passwords to reduce bounce rate and generate more leads for Sales, even if of lower intent. Educate prospects and connect them with Sales to convert them into qualified leads.
My long-term vision: Send prospects to a personalized tour of the demo based on their business needs (see below).
However - this was easier said than done.
I faced pushback when I proposed adding guidance to the demo
I faced pushback when I proposed adding guidance to the demo
I faced pushback when I proposed adding guidance to the demo
We A/B tested content but only got directional insights
We A/B tested content but only got directional insights
We A/B tested content but only got directional insights
Navigating resource constraints proved more challenging than expected
Navigating resource constraints proved more challenging than expected
Navigating resource constraints proved more challenging than expected
An example of content-driven AB that was not enough change to impact the number of people actually running payroll.An example
I proposed a phased approach with my PM to restructure the shopping journey, focusing on low-effort, high-impact changes driven by behavioral insights highlighting the need for personalized content.
I proposed a phased approach with my PM to restructure the shopping journey, focusing on low-effort, high-impact changes driven by behavioral insights highlighting the need for personalized content.
I proposed a phased approach with my PM to restructure the shopping journey, focusing on low-effort, high-impact changes driven by behavioral insights highlighting the need for personalized content.
Split intent with dual CTAs:
Direct users to tailored pages and flows based on their needs.
Split intent with dual CTAs:
Direct users to tailored pages and flows based on their needs.
Split intent with dual CTAs:
Direct users to tailored pages and flows based on their needs.
Add lead form pre-account creation:
Connect users to Sales while keeping them on-site.
Add lead form pre-account creation:
Connect users to Sales while keeping them on-site.
Add lead form pre-account creation:
Connect users to Sales while keeping them on-site.
Personalized recommendations:
Include feature-specific upsells, value props, and tailored content
Personalized recommendations:
Include feature-specific upsells, value props, and tailored content
Personalized recommendations:
Include feature-specific upsells, value props, and tailored content
Optimize demo for conversion:
Refine the demo to drive top-of-funnel success.
Optimize demo for conversion:
Refine the demo to drive top-of-funnel success.
Optimize demo for conversion:
Refine the demo to drive top-of-funnel success.
Feel free to poke around my Figma file to see the various ideas I worked through.
Feel free to poke around my Figma file to see the various ideas I worked through.
Feel free to poke around my Figma file to see the various ideas I worked through.
STEP FOUR
Test out a new lead type that doesn't require a password
Test out a new lead type that doesn't require a password
Test out a new lead type that doesn't require a password
The first step in my phased approach was optimizing the primary CTA to drive MQL capture instead of account creation. After extensive discussions, I settled on "How Gusto Works" as the primary, lower-intent option and "Create Account" as the secondary path for higher-intent users. This balance captured user interest without disrupting the account creation flow.
We started by testing on the homepage hero to manage traffic before scaling to a larger audience.
What changed? Instead of the primary CTA taking you directly to account creation, the primary CTA in the variation takes you to a new flow, outlined below.
The first step in my phased approach was optimizing the primary CTA to drive MQL capture instead of account creation. After extensive discussions, I settled on "How Gusto Works" as the primary, lower-intent option and "Create Account" as the secondary path for higher-intent users. This balance captured user interest without disrupting the account creation flow.
We started by testing on the homepage hero to manage traffic before scaling to a larger audience.
What changed? Instead of the primary CTA taking you directly to account creation, the primary CTA in the variation takes you to a new flow, outlined below.
The first step in my phased approach was optimizing the primary CTA to drive MQL capture instead of account creation. After extensive discussions, I settled on "How Gusto Works" as the primary, lower-intent option and "Create Account" as the secondary path for higher-intent users. This balance captured user interest without disrupting the account creation flow.
We started by testing on the homepage hero to manage traffic before scaling to a larger audience.
What changed? Instead of the primary CTA taking you directly to account creation, the primary CTA in the variation takes you to a new flow, outlined below.
Control
Variation
To cater to medium- and low-intent visitors, I designed a simple, password-free flow following “How Gusto Works” to demonstrate Gusto’s value and connect users to Sales without disrupting their journey. Users select the features they need, which we tested against the control path: a direct sign-up funnel that generated account-holder leads.
Adding an embedded lead form further boosted conversions (albeit modestly) and provided Sales with a significant increase in marketing-qualified leads.
To cater to medium- and low-intent visitors, I designed a simple, password-free flow following “How Gusto Works” to demonstrate Gusto’s value and connect users to Sales without disrupting their journey. Users select the features they need, which we tested against the control path: a direct sign-up funnel that generated account-holder leads.
Adding an embedded lead form further boosted conversions (albeit modestly) and provided Sales with a significant increase in marketing-qualified leads.
Catering to medium to low-intent visitors, after clicking "How Gusto Works,” I created a simple selectable flow that connects you with Sales and shows you Gusto’s value without a password. This was tested against the control, which was the direct sign-up path that generated account holder leads.
We additionally tested an embedded, password-free lead form and pre-selected popular features like payroll and time tracking, which both boosted conversions while introducing new marketing-qualified leads.
To cater to medium- and low-intent visitors, I designed a simple, password-free flow following “How Gusto Works” to demonstrate Gusto’s value and connect users to Sales without disrupting their journey. Users select the features they need, which we tested against the control path: a direct sign-up funnel that generated account-holder leads.
Adding an embedded lead form further boosted conversions (albeit modestly) and provided Sales with a significant increase in marketing-qualified leads.
Mobile
Desktop
After form submission, users are shown feature pages tailored to their selections, highlighting key value propositions based on Sales insights and PMM research. I collaborated with product marketing, brand studio, and Sales to ensure alignment.
Using our CMS, I minimized engineering effort, enabling the team to focus on refining lead capture forms. This approach upheld brand standards, centered the customer, and allowed for quick learning and iteration.
The final CTA in the series directed users to account creation, with the only change being pre-filled information from earlier steps. Users simply added a password and could easily edit details if Google autofilled incorrectly. Beyond this, the flow remained unchanged.
To simplify sign-ups further, my PM and I pushed to remove the survey preceding the account creation page, streamlining the process for high-intent prospects who clicked "Create Account" as their first step.
Mobile
Desktop
After our first launch, I watched sessions in Fullstory to understand user behavior and interactions. I learned quickly that...
The cookie banner covered my original idea for a sticky CTA.
The first video took too long to load.
After the first launch, I reviewed Fullstory sessions to analyze user behavior and discovered that the cookie banner blocked the sticky CTA, and the video took too long to load.
What changed? I simplified the content for easier scanning, removed the sticky button, and reverted components to their native states. To improve navigation, I added mobile-friendly selectable tabs from Gusto Workbench to showcase the selected products.
These updates increased the click-through rate by over 14% compared to the previous version.
I re-ran the test with simplified content for easier scanning and reverted components back to their native states with no sticky button. I added navigation to showcase the selected products through selectable tabs (why? Native to Gusto Workbench, these were more responsive and functional than pagination at the time.) The changes increased click-through rate by over 14% against the previous version.
I re-ran the test with simplified content for easier scanning and reverted components back to their native states with no sticky button. I added navigation to showcase the selected products through selectable tabs (why? Native to Gusto Workbench, these were more responsive and functional than pagination at the time.) The changes increased click-through rate by over 14% against the previous version.
Control
Variation
To capture more lead info without altering the rest of the funnel, I focused on gathering business details to help Sales recommend plans and enable future flow personalization—while avoiding too many changes at once.
What changed? The control just asks you to pick the features you want, while the variation adds three new questions that align with Sales nurture as well as plan recommendations.
I worked with merchandising, Sales, and PMM to refine the three added questions. By using mobile-friendly Gusto Workbench components, I prioritized speed and scalability, delivering results without overloading the engineering team.
To capture more lead info without altering the rest of the funnel, I focused on gathering business details to help Sales recommend plans and enable future flow personalization—while avoiding too many changes at once.
What changed? The control just asks you to pick the features you want, while the variation adds three new questions that align with Sales nurture as well as plan recommendations.
I worked with merchandising, Sales, and PMM to refine the three added questions. By using mobile-friendly Gusto Workbench components, I prioritized speed and scalability, delivering results without overloading the engineering team.
To capture more lead info without altering the rest of the funnel, I focused on gathering business details to help Sales recommend plans and enable future flow personalization—while avoiding too many changes at once.
What changed? The control just asks you to pick the features you want, while the variation adds three new questions that align with Sales nurture as well as plan recommendations.
I worked with merchandising, Sales, and PMM to refine the three added questions. By using mobile-friendly Gusto Workbench components, I prioritized speed and scalability, delivering results without overloading the engineering team.
Control
Variation
Encouraged by positive results, we expanded the flow to the global navigation—visible on desktop and behind the mobile hamburger menu.
What changed? The control just has the create account as the primary CTA, while the variation makes the new How it works flow the primary call to action.
This increased visits to the journey by over 80%, generating significantly more leads for Sales to nurture and boosting ARR impact.
Encouraged by positive results, we expanded the flow to the global navigation—visible on desktop and behind the mobile hamburger menu.
What changed? The control just has the create account as the primary CTA, while the variation makes the new How it works flow the primary call to action.
This increased visits to the journey by over 80%, generating significantly more leads for Sales to nurture and boosting ARR impact.
Encouraged by positive results, we expanded the flow to the global navigation—visible on desktop and behind the mobile hamburger menu.
What changed? The control just has the create account as the primary CTA, while the variation makes the new How it works flow the primary call to action.
This increased visits to the journey by over 80%, generating significantly more leads for Sales to nurture and boosting ARR impact.
Control
Variation
Control
Variation
Control
Variation
STEP SIX
Analyze impact
Analyze impact
Analyze impact
Adding friction to account creation while lowering the barrier to becoming a lead proved more effective than combining lead capture and account creation into one step. From our last round of testing, we saw:
Adding friction to account creation while lowering the barrier to becoming a lead proved more effective than combining lead capture and account creation into one step. From our last round of testing, we saw:
Adding friction to account creation while lowering the barrier to becoming a lead proved more effective than combining lead capture and account creation into one step. From our last round of testing, we saw:
+15%
+15%
+15%
visits converting to leads
visits converting to leads
+25%
+25%
+25%
increase in account creations
increase in account creations
+1,000
+1,000
+1,000
new businesses running payroll each month
new businesses running payroll each month
This project reinforced the importance of lean UX methodologies, and in the future, I’ll incorporate lightweight qualitative feedback, even if resources are tight.
This project reinforced the importance of lean UX methodologies, and in the future, I’ll incorporate lightweight qualitative feedback, even if resources are tight.
This project reinforced the importance of lean UX methodologies, and in the future, I’ll incorporate lightweight qualitative feedback, even if resources are tight.
Still have questions?
Still have questions?
Still have questions?
What inspired the "How Gusto Works" CTA and content placement?
What inspired the "How Gusto Works" CTA and content placement?
What inspired the "How Gusto Works" CTA and content placement?
What inspired the "How Gusto Works" CTA and content placement?
What inspired the "How Gusto Works" CTA and content placement?
How did you ensure the redesign wouldn’t negatively impact the user journey?
How did you ensure the redesign wouldn’t negatively impact the user journey?
How did you ensure the redesign wouldn’t negatively impact the user journey?
How did you ensure the redesign wouldn’t negatively impact the user journey?
How did you ensure the redesign wouldn’t negatively impact the user journey?
How did you prioritize what information to include in the lead form experience?
How did you prioritize what information to include in the lead form experience?
How did you prioritize what information to include in the lead form experience?
How did you prioritize what information to include in the lead form experience?
How did you prioritize what information to include in the lead form experience?
Keep reading
Keep reading
Keep reading
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More examples of design that drives results.
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Let's connect
Open to new projects, collaborations, and conversations.
© 2025 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Let's connect
Open to new projects, collaborations, and conversations.
© 2025 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Let's connect
Open to new projects, collaborations, and conversations.
© 2025 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Let's connect
Open to new projects, collaborations, and conversations.
© 2025 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Let's connect
Open to new projects, collaborations, and conversations.
© 2025 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.