# What did Ring learn from testing a boring sign-up screen?

Author: Ali Abouelatta
Source date: 2024-08-02
Tags: signup, onboarding, conversion, video
HTML: https://lazyweb.com/research/ring-boring-sign-up-screen
Markdown: https://lazyweb.com/research/ring-boring-sign-up-screen.md

## Primary visual

Local image URL: https://lazyweb.com/research-assets/boring-sign-up-screens/02-ring-signup-experiment.jpg
Original image URL: https://substack-post-media.s3.amazonaws.com/public/images/11a10304-17d3-49f3-933c-bc6de4a39baa_6903x3996.png
Alt text: Ring signup screen experiment comparing a background video control against a plain experiment.
Image description: Ring tested a neighborhood background-video signup screen against a dark, plain signup screen; the visual calls out that the simple version won.

Short answer: Ring's functional signup screen beat a more delightful signup experience with a neighborhood background video. The winning version stripped the screen back to logo, promise, create-account CTA, sign-in link, and support copy, reducing competition around the primary action.

## Evidence

The Ring visual is a control/experiment comparison: the control uses a background neighborhood video, while the experiment uses a plain dark screen centered on account creation.

## What changed

- Control: background video plus Ring mission copy over the video.
- Experiment: static dark screen with the Ring logo, short promise, primary CTA, and sign-in link.
- The experiment removed the moving neighborhood scene from the conversion moment.

## Why it matters

- A mission-oriented visual can still distract when the user is trying to create an account.
- Plain signup screens can make the CTA easier to parse and tap.

## Sources

- [1] Lazyweb Research: Ring signup-screen experiment. The Ring example shows a simple signup screen winning against a background video showcasing neighborhoods. [Source](https://read.first1000.co/p/use-boring-sign-up-screens)