Drop-Offs Into Dollars
Strategic UX Turned Drop-Offs Into Dollars
A confusing signup experience was costing Medical Licensure Group valuable time and revenue. We transformed a static, underperforming form into a multi-step onboarding system that now powers MLG’s entire online business—and significantly increased both application completions and revenue generated through the signup system.
The Challenge: Friction at Checkout
MLG’s signup process looked like a form—but functioned more like a wall. It captured credit cards but failed to gather enough information to complete the service. That left customer service chasing down new leads through follow-up emails and voicemails, many of which went unanswered. Sales stalled. Clients dropped off. And even when payments were collected, the work often couldn’t begin.
This form was MLG’s main conversion path for physicians and nurses. But it wasn’t scalable. It didn’t support mental health providers or physician assistants, and it didn’t allow for essential upsells like express service, state-specific renewals, or DEA registrations. It was a bottleneck in the business.
Our Strategy: Streamlined System
We scrapped the old system and started from zero. What began as a form rebuild quickly evolved into a full digital experience.
We built a four-step guided process that walked users through selecting services, choosing states, entering personal information, and checking out—while introducing relevant upsell options along the way. Users could pause their progress, get reminded via email, and return at any time.
We mapped every interaction through static wireframes, visual comps, and working prototypes. The final system featured:
- A dynamic flow tailored to user types: physicians, nurses, mental health providers, and PAs
- Upsell integration at key decision points (DEA registration, express service, renewals, etc.)
- Smart field logic to capture only what’s needed—and always what’s essential
- Reminder emails for incomplete applications and seamless resume flow
The result was a system that didn’t just capture credit cards—it closed sales.
MLG's Results: Conversions & Upsells
The new signup system dramatically improved MLG's online results:
- Application completion rate rose from 39% to 45.5%
- Total value per signup increased, driven by clearer upsell visibility and ease of selection
- Revenue generated through the online signup system doubled year-over-year
- Users added more services per signup thanks to intuitive upsell moments
- MLG expanded into new provider types, thanks to the flexibility of the system
The numbers tell a strong story, but the bigger win was operational. With a smarter system in place, MLG spends less time chasing down incomplete signups and more time scaling to meet growing demand. Today, their most important digital asset—the signup experience—drives more conversions and higher-value purchases.
The Impact of Our Partnership
Our collaboration with MLG goes well beyond form design. From the early days of creating their brand identity and logo to optimizing SEO for every U.S. state and scaling paid ad campaigns, we've been trusted strategic partners.
The success of the new signup system—measured in higher conversions, greater upsell adoption, and increased ad performance—has paved the way for broader growth initiatives. This case story reflects just one chapter in a long-term relationship rooted in results. You can see the live experience at Medical Licensure Group.
