Last week, I presented my go-to CRO (conversion rate optimization) strategies to a group of First Round Capital portfolio companies, sharing lessons from my time at Yummly, where we grew to 28M+ users through 100+ experiments. If you want the full breakdown, check out the embedded presentation below—but here’s the highlight reel:
First, don’t overthink your tests—start by copying what works. We studied competitors, spotted patterns, and ran quick experiments. Simple tweaks to sign-up flows led to a 10x increase in conversions.
Next, guide your users confidently. Bold prompts and assertive callouts work. When we added an onboarding prompt at Yummly, engagement doubled. Users don’t mind a helpful nudge.
Also, size matters. Bigger, easier-to-click buttons convert better. It’s CRO 101, backed by Fitts’s Law—bigger targets, better results.
And don’t forget, speed wins. Every second or extra tap adds friction. Use autofill, reduce steps, and make your flows seamless. Faster experiences lead to higher sign-ups.
Finally, ease your users in. Lower perceived commitment with step-by-step flows. When we simplified our onboarding process, sign-ups jumped by 55%.
The big takeaway? CRO is about curiosity and iteration. Test boldly, embrace the data, and keep refining. For all the details and case studies, check out the full presentation below.