Otterly
Eleven form fields before anyone mentioned a dog
Otterly had the product and the audience. What they had between the two was a signup flow that asked for a billing address before it asked what kind of pet you owned.
01 — The challenge
The box was great. The signup was not.
Paid traffic converted well to the landing page and fell off a cliff at step two. The flow collected everything the warehouse wanted and nothing the customer cared about.
“We were paying for the click and then losing them to our own form.”
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71%
Signup abandonment at step two
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11
Fields before pet details
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28%
Second-month retention
02 — Our approach
Ask about the pet first. Ask about billing last.
We rebuilt the flow around the one question customers actually wanted to answer, deferred everything operational to post-purchase, and rebuilt the account area so pausing was easier than cancelling.
“We did not change the box or the price. We changed the order of the questions and retention doubled.”
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