Hi Nick, I always love reading your posts! This one particularly caught my eye as my company just ran an experiment to introduce friction into our customer acquisition phase.
We hypothesized that we could increase the number of users who use our product and find real value in it by getting more qualified users into our product from the start. We created friction by directing them to a pre-product page that would help them better understand the benefits and think about whether or not the product was right for them. We found that introducing this type of friction did increase the amount of qualified users and more of them made it through the purchase flow. This worked in our unique situation as the product was first marketed to anyone so we could get many people using it and learn very quickly. Our focus now is on LTV and catering specifically to the segment that benefits most from our services.
In our case, friction was a successful strategy for capturing qualified users and increasing use of our product. Friction for the win!
