I think the "Limited time offer" scarcity element above the fold is also important. I would like to see a big signup button directly underneath it instead of only a "SignUp" link in the top navigation, however. The nav link serves to always be there, limited time offer or not - but the limited time offer itself will end (that's the presupposition ), and therefore needs its own signup button or link, which will be assumed to be taken away when the offer ends.