From lead generation all the way to the confirmation page, there are a lot of little steps your potential new users go through.
Because of all of these little steps, it's often hard to measure which step (and which call to action) is winning and which step is losing.
There is one simple way to take away that complication and help you identify what you need to measure so that you can effectively optimize each step of the process and clearly see what parts are winning new users and what parts are losing them: lay out your new user process and give each step one action for a user to take.
For example, the most common conversion process looks like this:
Online ad → Landing page → Landing page button → Sign up form → Email confirmation
When each of these steps has one action for the user to take, you can easily identify which step is not getting users to take that action – you're adding a call to action to each step and focusing everything toward that call to action.
Online ad → Landing page
If you're losing people on your landing page, you can look at the call to action from your Google AdWords campaign (or other online ad) and see if the landing page is fulfilling the expectation built from the ad. You can test the call to action in the ad and you can test the headline on the landing page.
Landing page → Landing page button
If you know people are sticking around the landing page but not clicking the button, you can test the landing page headline and the call to action to click the button. Any marketing content on the landing page that is not directing people to the button is a distraction and pulls from the effectiveness of the headline and the button.
Landing page button → Sign up form
If people are clicking to sign up but not filling out the form, you can test the copy on the form to see where people are getting caught up. Is there a price people weren't expecting? Is there a piece of private information they weren't aware they needed to share? The content of the form should serve the only purpose of pushing people to provide the information you need from them. Sometimes it's best to get certain actions out of new users after a trial period or other incentives. The sign up form is a great place to test this.