It doesn't seem intuitive-from a design perspective-to add steps to a sign-up process, but that's just what CookUnity did. As a result, they saw a 50% increase in conversions.
Sometimes opposing the status quo can reap big results
As the Wall Street Journal puts it, "CookUnity aims to be for food what Spotify is to music-offering an infinite selection of meals from an unlimited number of culinary artists."