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.

You can find the full transcript for this episode and video here.

Is perfect testing slowing down your business?

In this episode, James Flory breaks down the difference between pragmatic and purist approaches to experimentation and why focusing on speed, context, and decision-making matters more than statistical perfection.

Discover how to select the optimal testing method, foster organizational buy-in, and identify your “killer test” that drives tangible impact.

Topics covered:

• Pragmatic vs. Purist experimentation
• How to test with limited data
• Real-world business examples
• Communicating results to stakeholders
• Building a data-driven culture

Featuring: James Flory
Host: Matt Wright

Head to conversion.com to find out more!

#Experimentation #ConversionOptimization #ABTesting #DigitalStrategy #UXResearch #DataDriven