A fintech app added an extra step to their sign-up flow — a “Why are you joining?” question with three options before account creation.
Counterintuitive, but the question triggered commitment and identity. Selecting “I want to save for a house” made users feel like savers before they’d saved anything. The extra step wasn’t friction — it was investment.
The question was optional but positioned as part of the flow. 89% of users answered it.
Sign-up completion increased 18%. Retention at 30 days increased 12%. The “friction” created ownership.
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