Forsa blog
Product
3 min read
We ask for almost nothing.
Every field in a signup form is a reason to close the app. Most food marketplaces ask for eleven.
The temptation is to collect preferences up front: dietary needs, favourite cuisines, budget, neighbourhood. It makes the first feed look personalised and costs a large share of your signups.
We ask for the minimum required to show real offers, and learn the rest from behaviour. What somebody actually orders on a Tuesday is better data than what they claimed to like during onboarding.
Preferences stated before the first order describe an aspiration. Preferences inferred after ten describe a person.
The result is a first session that is slightly less tailored and dramatically more likely to happen at all.
signup form
fewer fields
onboarding
inferred preferences
first session
