Christopher Gimmer, the CEO of Snappa, initially required every new signup to activate their email address before logging into the product. Requiring users to activate their email address is standard practice. However, what Gimmer didn’t realize was that 27% of signups never activated their email. Users never saw the product. In less than a week, Christopher’s team removed the email activation step. If Snappa’s current free-to-paid conversion rate held up, this one change would net a six-figure ARR outcome. When the results came in, they showed a 20% boost in MRR.
