> Make a landing page easier for regular users to login, and prioritize login over signups... This. I suppose it's become so prevalent due to A/B tests finding

> Make a landing page easier for regular users to login, and prioritize login over signups... This. I suppose it's become so prevalent due to A/B tests finding it more efficient to optimize for new users, but at some point in a company's growth it would make sense to put the focus on user retention. Then again, it wouldn't be that hard to make both signing up and logging in easy and attractive.