Identity and verificationOTP Journey Optimization That Unlocked 31% Verified User Growth for Equal AI
Equal AI was losing people at the point where the app asks them to prove who they are. We rebuilt that step.
- Objective
- More users completing verification
- Approach
- One-time password journey optimisation
- Funnel focus
- Verification completion
The brief
Get people through verification.
Equal AI's growth depended on verified users, and verification ran through a one-time password. Every person who gave up on that screen was a user already paid for, then lost.
The approach
Fix the journey, not the media.
Rather than buying more traffic to make up for the drop, we worked on the one-time password journey itself: the moment the code is requested, the wait for it, and the step where it is entered.
Where the work focused
The screen where people leave.
Verification completion was the measure. It is a small screen in the app and a large share of the funnel's losses, which is exactly why it repays the attention.
What it delivered
More verified users from the same flow.
The growth in verified users is set out below. It came from people finishing a step they had been abandoning, not from a bigger media bill.
Sometimes the best media decision is fixing the page the media sends people to.
Reported results
- Growth in verified users
- %
- As reported in the campaign material
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