Simplifier

Normally, we want things super easy for new customers. Like a smooth slide! The less effort it takes to sign up or start using something, the more people will try it out. This is usually great because it means more people become customers. But sometimes, a little bit of extra effort or a few more steps during sign-up can actually be a good thing. Think of it like a small, friendly test. If someone is willing to put in that extra bit of time or information, it shows they're genuinely interested and serious about what you offer. This "friendly test" is really helpful when your product isn't for *everyone*, but for a very specific kind of person or business. For example, if your tool is complex, costs money, or requires a big commitment to get value from it. The extra steps help you

Startup Founder (Exited)

Look, generally, you want to reduce friction. Every extra step is a drop-off point, and it *will* hurt your conversion numbers. But there are specific times when a little friction isn't just okay, it's essential for qualifying serious users and building a sustainable business. You want friction when you're targeting high-value customers, complex B2B solutions, or products where user commitment is critical for success. Think about services that require significant setup, data integration, or a clear understanding of the value proposition. The friction acts as a filter, weeding out tire-kickers who aren't serious about investing their time or resources. This isn't about making things hard for the sake of it. It's about ensuring the users who *do* get through are genuinely committed. They'll have higher engagement, better retention,

Growth Marketing Strategist

While our primary objective is typically to minimize onboarding friction to maximize conversion rates, there are specific scenarios where strategic friction can be a powerful qualifier for serious users, ultimately improving marketing ROI. This approach is effective when

Venture Capitalist

Typically, onboarding friction is a conversion killer, directly impacting user acquisition velocity and overall growth metrics, which are critical for venture-backed startups. Our focus is always on minimizing barriers to adoption to achieve exponential scale

Pragmatist

Friction helps qualify serious users when the cost of acquiring and supporting an unqualified user outweighs the value of maximizing raw conversions. This is particularly true for products or services that demand significant user commitment, complex setup, or substantial resource allocation per user, such as specialized B2B SaaS, financial platforms, or tools with high infrastructure costs for free tiers. The "friction" must be purposeful, acting as a necessary step that demonstrates genuine intent or provides critical data for the user to actually succeed with the product. This isn't about arbitrary hurdles, but rather requiring actions like detailed integration setup, providing specific business information, or a small, non-refundable setup fee that effectively weeds out casual browsers or those unlikely to fully engage. By implementing such targeted friction, startups can reduce churn, lower support burdens from disengaged users,

Points of agreement

• There is a general consensus that, in most cases, minimizing onboarding friction is desirable to maximize conversions and user acquisition.
• Strategic friction can be beneficial for qualifying