Make or break with copy

This signup form landed on my desk with the design and development already past the point-of-no-return. Any possible improvements would have to come down to the copy. So without calling for any design or development support, I eased up the mental load of this form with a few simple but thoughtful copy changes. 

Before

After

What changed?

👈 Eased up the introduction

• This will only take 3 minutes: The more we know about something – including precisely how much time it will consume – the greater the chance we will commit to it.
• Shortened it, too.

👈 Added brand name

• Without a logo or company name above the fold, users had no way to recall what service they were signing up for. 
• Using call-to-action copy added more urgency.
• At this point, users aren't thinking about which country "to register in" but in which country they "want to drive". I edited the sub-header copy to switch away from our internal mindset to take on the user's mindset. 

👈 Shortened the form tip


👈 Tell us about yourself

• Keeping the tone warm and conversational

👈 Shortened the form tip











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👈 You can't win every battle with legal. Here I simply removed superfluity and switched the perspective of the disclaimer to the user's mindset: "to get your account ready for your first drive" instead of the passive formulation "for your membership to be fully processed."

Learn more about my approach to UI writing 

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