Using Friction to Drive Conversions

A Surprising Experiment That Increased Leads by 9%

In this bonus episode of The Conversion Podcast, James shows us one of his top five most fascinating experiments, and it’s all about friction.

Instead of streamlining the user experience, James intentionally added a step in a lead generation funnel using behavioral psychology: commitment bias and the foot-in-the-door technique. The result? A 9% increase in email signups.

You’ll learn:

• Why not all friction is bad in customer journeys
• How a simple yes/no question changed conversion behavior
• What happens when people say "no" and still convert anyway
• How to apply psychological principles to your marketing funnel

Perfect for marketers, CRO specialists, UX designers, and anyone obsessed with optimizing the user journey.