This Onboarding Question Lifted Completion 11%
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Pinterest reported an 11% increase after redesigning its gender question and placing it first in post-signup onboarding. Company-reported; relative or absolute basis not stated, and placement, design and explanation changed together.
Company accounts, not independently verified.
- 3 entries · company accounts
From Pinterest, Knijnenburg and Kobsa
Overview
Ask one useful personalisation question after signup, explain what the answer improves, and use it in the next screen. Pinterest reported 11% higher onboarding completion after redesigning and moving its question into onboarding.
Recommenders need personal signals that many new users have not given, and people often feel uncomfortable giving them; at Pinterest, gender was missing for a good share of people who signed up with Google (Sophia Feng, Pinterest).
Fits when
- Products with a recommendation system that actually uses the answer
- A new-user onboarding flow after signup where a step can be added
- One question, not a series
Evidence & sources 3 entries
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Good to knowFit and evidence notes
- Fit to consider
- If the answer does not visibly change what the user sees, the stated reason stops being true.
- Also consider
- Asking for a sensitive attribute such as gender without offering to decline, clear answer options, or a way to change it later.
- About the evidence
- Pinterest's post-signup version changed the step's position, its design and added a stated reason at once; the reason alone is not separated.
Copy includes 1 more limitation, 1 failure mode, the full evidence, and adaptation guidance.
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