BFM+Exclusive
Why Adding Friction Improved Built for Mars' Conversion Rate by 25%
Skills you'll build
The two "obvious" fixes that did nothing
Why you shouldn't always force an input
Why limiting the user's choices can be beneficial
Typically, designers want to remove as much friction as possible.
In plenty of case studies, I've counted clicks as a proxy for effort.
So if people are abandoning your sign-up flow, you should make it shorter, right?
Well, I added friction to mine, and conversions went up by around 25%.
Even more interestingly, the two "obvious" fixes that I attempted at first, did nothing.
Here's a behind-the-scenes look. Warts and all.
Case study
Written by Peter Ramsey
