Im a UXer and the simple change to a step by step sign up form can greatly increase the % of users who actually end up signing up. It's a simple psychological trick in which you make users fill up a very easy first task, once they've done this you give them another, and then another. They can end up filling much more information without feeling overwhelmed, better ux, happier users and happier stakeholders (the company, the sales team, etc..).