Provided that this is "motivated" friction, which was deliberately included in the first stages of interaction with the resource. As a rule, this is:
Improving lead quality;
Improving user interaction.
For example, consider Pinterest:
Pinterest
Marketers have intentionally added friction to the signup process by forcing users to subscribe to at least 5 topics. Potential customers are then pushed to install the Pinterest browser before being granted access to their account.
Pinterest
The reason? Improved user experience and efficient activation of registrations.
Chargebee used a similar approach. After clicking the registration button, the user is asked to select the industry (SaaS/Services/eCommerce) to which their business belongs. After that, the email is specified. And finally, the visitor is taken to the application itself, already configured based on the selected industry.
Chargebee
This small change increased the conversion rate from latvia phone number data trials to paid subscribers from 8% to 15%.
Friction can also be used to qualify leads, especially if you are in the B2B space and sales calls cost money. In short, you can introduce “managed” friction early on to avoid unmanaged friction later on.
Designing User Experience: Task Flows Strategy
Instead of a conclusion
Each of the methods described has its pros and cons, and each will be more effective in its own context. When it comes to user experience and conversion optimization, nothing is absolute. Instead of looking for ready-made answers, ask yourself, what is the goal? What are you trying to achieve through the registration process, and how does each step move you closer to your goal? Information collection, lead quality, lead quantity — what exactly do you want?
Who is your audience? Different people react differently to privacy issues, everyone has their own attention and perception features. Each person evaluates the importance of time/security and other things differently. Find out what your potential customers think about these key issues.
What do you offer? How complex is the product? What problem does it solve? Bring the product to your target market and make onboarding as simple and painless as possible. Remove unnecessary friction, ask for only the necessary information, and get users to the Wow moment as quickly as possible.