Amol Avasare: evaluation

Transcript context

…What is your kind of philosophy on good friction versus bad friction? I've just seen time and time again at every job I've been in growth that adding friction and adding the right steps leads to higher conversion and higher funnel completion. So you want to get rid of... And especially if you have high volume, you should test the majority of this and just learn and see, does this apply to your business as well? But you want to get rid of annoying friction that doesn't add value. But I think the most simple understanding people have is just solve time for value, cut all the steps and just get them into the product. And that doesn't work most times. I think if you've really thoroughly tested your flows, I look at the companies I've been at, MasterClass. If you go through MasterClass's purchase flow right now, you'll go through all these steps in this quiz when you land on, when you're trying to buy. And you're like, "I came here to buy and it's taking me through all these questions, what are you here for, et cetera." I think it's easy to look at that and be like, "Why do they have this? This is a terrible thing. Just cut it all. " And it's like, no, that's been thoroughly tested. And actually that was a significant revenue driver because it helps users feel that the product is for them by understanding what their interests are and then recommending the content and classes there. One of the growth PMs on our team left to join Calm, Calm.com, the meditation app. If you go to Calm's, their landing page and you go through their purchase flow, their login flow, you'll see a quiz. It's not a coincidence that at Mercury we also tested, I think Immad posted on Twitter, we broke out some steps in onboarding. And just having one screen, if you have five or six different form inputs and you often break that into two screens and reduce the cognitive load to people, that is something that performs well. We added steps into the flow there that actually performed well, same at Anthropic. So I think that the takeaway to me is cut friction when it doesn't add to the experience of helping a user understand why the product is for them. But if you can help users understand a product, why product is for them and how to use it and what's most relevant to them, and it's going to add friction, don't shy away from it. Test it, confirm that it works for you, but I think this is something that most growth practitioners deeply understand. And for them is really important there, what you described is adding friction to better understand who they are so that you know how to recommend the right thing for them.…

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