VectorVest, a stock portfolio management system, found that many users stalled at the second step of its signup flow, which was selecting a subscription plan. This step asked users to choose between 3 plans based on an extensive list of features that were either included or excluded. The team tested removing this second step entirely while still giving users the option to switch plans on the final step to reduce cognitive load and analysis paralysis. This resulted in an 18% increase in sales.