How to Optimize Your Login Page

What is your product's highest-traffic page? If you guessed "login pages," you're onto something. This prime real estate is ideal for showcasing new features, building awareness, and keeping your users engaged, but it’s often left bare.

It's time to transform this high-traffic area into what it should be: a powerful channel for user engagement.

What to do with a Login page?

Think of your login page as a dynamic bulletin board for your product's most timely announcements. Here are the most effective ways we've seen companies take advantage of this space:

1. Feature Launches: Introduce new features right where users can't miss them.
2. Event Promotion: Build awareness and attendance for your upcoming events
3. User Testimonials: Build trust and credibility with social proof.
4. Important Updates: Keep users informed about crucial changes or improvements.

Regularly updating these pages creates a sense of growth and progression in your product, which can significantly impact user perception, engagement, and retention. (For more strategies for promoting a new feature, check out our guide on the nine most effective user experiences to drive user engagement.)

Best-in-Class Login Pages

Let's dive into some examples of companies leveraging their login pages effectively:

1. Zapier: Value Proposition and Credibility

Zapier's login page is a masterclass in concise messaging. They:

• Highlight their core value proposition: "Connect your apps and automate workflows."
• Display logos of popular integrations, instantly building credibility
• Use a clean, distraction-free design that guides users to sign in or sign up

Key Takeaway: Use your login page to remind users of your product's core benefits and establish trust through association with well-known brands.

2. Snyk: Blending Value Props with Social Proof

Snyk takes a dual approach on their sign-in page:

• Showcase key features and benefits of their security platform
• Share customer testimonials and success metrics

This combination reinforces the value of their product while providing social validation. 

Key Takeaway: You can use login pages to build trust with your audience. You know what they care about, and you’ve helped similar, aspirational companies.

3. Zoom: Highlighting the Latest Product Releases

Zoom utilizes its sign-in page to:

• Promote new or updated features
• Create a sense of product development over time

Key Takeaway: Use your sign-in page as a communication channel for product updates and user support.

4. ChargeBee: Setting Clear Expectations

ChargeBee's trial login page excels in transparency:

• Clearly states the terms of their free trial
• Includes relevant testimonials to build social proof

Key Takeaway: Your login page can help set clear expectations for new accounts and trials while reinforcing social proof.

For an in-depth look at ChargeBee's user onboarding strategy, including their effective use of testimonials, check out our ChargeBee onboarding flow analysis.

5. Buffer: Showcasing New Features

Buffer uses its login page to market its latest features:

• Prominently displays a "What's New" section
• Provides a brief, enticing description of the latest feature
• Includes a clear call-to-action to learn more or try the feature

Key Takeaway: Use your login page as a billboard to showcase new releases and build some hype for your team is delivering.

Pro Tips for Optimizing Your Login and Sign-In Pages

Pro Tip 1: Time-Based Content

While personalization options are limited on login pages (as users haven't authenticated yet), you can still create a dynamic experience by scheduling content: 

• Promote upcoming conferences or webinars
• Highlight seasonal offers or features
• Showcase major product launches or updates

Pro Tip 2: Use those URL Parameters

If your is leveraging URL parameters, you can create even more targeted experiences:

• Tailor content based on referral source
• Display specific messaging for different marketing campaigns
• Show relevant information to specific user segments (e.g., by product line)

Pro Tip 3: A/B Test the Content

Continuously improve your login and sign-in pages through A/B testing:

• Experiment with various value propositions or messaging
• Test different layouts and designs
• Try different types of social proof or testimonials

Why don't more products optimize their login pages?

While there are lots of benefits to are clear, some product teams hesitate. Let's explore common objections:

1. Distraction during the login process: Some teams have concerns that content might confuse users or impede logins. However, it is our view that thoughtful design ensures the login form can stay prominent and easy to use, while accommodating user engagement.
2. Increased page load time: Other worry that additional content could slow down load times. However, modern web technologies allow for efficient content loading with minimal impact on speed when properly optimized.
3. Maintenance overhead: Occasionally teams worry about ongoing content maintenance. While there are some types of content that have clear expiration date, for example an upcoming event, most releases can be left up for quite some time. It is our view that the potential benefits in user engagement and feature adoption outweigh the maintenance cost.
4. Resistance to change: A hidden concern is a "we've always done it this way" mentality. However, engagement data and A/B testing can provide data-driven insights that demonstrate tangible benefits. One question to ask: "Are we having an argument over intuition or one backed up with data?"

While these objections have merit, they can be addressed through thoughtful design, efficient implementation, and a focus on user experience. The potential benefits of an optimized login page – increased engagement, better feature adoption, and improved user communication – typically outweigh these concerns when implemented well.

The Strategic Impact of Optimized Login Pages

Optimizing your login and sign-in pages isn't just about aesthetics. It's a tactical move to:

1. Re-engage users with every login
2. Increase awareness of new releases
3. Ultimately, create a sense of your product’s evolving value

By treating your login page for what it is – your product’s first impression – you’re investing in user engagement and product growth.

Is it Time to Improve Your Login Page?

In the world of product growth, turning your login pages from a basic gateway to a channel is a quick win. You can create experiences that drive user engagement and feature adoption without a significant product rewrite.

Your login page is more than just an entry point—it's a valuable touchpoint in your user's journey. By thoughtfully optimizing this space, you're not just taking advantage of a single page; you’re enhancing the overall experience of your product. 

P.S. Candu lets you build login pages and more. Want to give Candu a try?