"Open the signup in a modal so they don't leave the page." [DEPENDS]
The modal-vs-dedicated-page choice gets decided by developer convenience, not data. "Keep them on the page" sounds conversion-minded and is sometimes wrong.
The mechanism: a modal preserves context and momentum for a short action — email capture, a single field. The original page stays warm behind it. But cram a multi-field signup into a modal and you've trapped the form in a tiny scrollable box with no URL, no back button, and broken on mobile keyboards.
When a dedicated page wins: the conversion step is substantial, you want a clean URL to measure as a funnel step, and you need the room to handle errors and validation gracefully.
The rule: trivial capture → modal keeps momentum. Real form → its own page, addressable and measurable.
The nuance: "don't make them leave" assumes leaving is the risk. The risk is a cramped, unmeasurable form. A clean step-two page often converts better because it's focused.
Above The Fold Heresy
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"Open the signup in a modal so they don't leave the page." [DEPENDS]
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