Count the Fields on Your Signup Form

There's a new button showing up on signup pages, and it's worth understanding even if you'll never use it.

OpenAI's help page for Sign in with ChatGPT names the first participating partners: Airtable, GitLab, HubSpot, Notion, Supabase and Vercel. When someone signs into one of those apps with their ChatGPT account, the app gets their name, email address and profile picture. It does not get their chats, memory, files or billing data, and anything more requires a separate permission.

OpenAI began rolling it out with those partners in its July 29 release notes. The September 29 notes added "Sign in to other products with ChatGPT" for signed-in users. For now, other developers can only fill out an interest form.

So most businesses can't add this button yet. That's fine. The interesting part isn't the button. It's what the button tells you about your customers.

People are tired of typing

Every login button that exists, from Google to Apple to ChatGPT, is selling the same thing: fewer fields. Someone who wants to try your product doesn't want to invent a password, confirm an email, and fill in their company size, job title and how they heard about you before they've seen a single screen.

Each extra field is a small toll. Some people pay it. Some people close the tab. You never see the ones who left, which is exactly why the toll is easy to ignore.

Do this today

Open your own signup form, or your quote request, or your booking page, and count the fields.

Then ask one question of each one: do we use this answer in the first week? If the honest answer is no, it can wait until later, or go away entirely. A phone number you never call, a company size you never segment by, a "how did you hear about us" box nobody reads: each one costs you signups and gives you almost nothing back.

If a stranger has to type seven things to try your product and a competitor asks for three, you've made the first step harder than it needs to be.

One detail marketers should notice

OpenAI's help page includes an example worth a second look: HubSpot can separately request access to your ChatGPT Ads account. That puts a ChatGPT login and a CRM in the same place, with ad account access available through its own permission.

That's where this is heading. Identity, conversation and marketing data are moving closer together, and the companies that own the login get a front-row seat. For a small business, the practical takeaway is simple: make your own front door as easy to walk through as theirs.

The short version

You can't add the new button yet. You can remove two fields from your form this afternoon. The second one will probably do more for your signups anyway.

We covered this and the rest of this week's AI news, with every source linked, on the Mining Wells site: https://miningwells.com/ai-news/openai-agent-ftc-chatgpt-sign-in-wikipedia

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