Have you ever wondered why people are bouncing from your nearly-frictionless onboarding flow? Why the same change can result in a lift on one page and cause drop-off on another? Or why people who find you via search bounce away after a few moments?
Having spent years focused on building experiences that got millions of users sharing, onboarding and inviting their friends, I’ve learned 2 things:
1. Every element on the page adds or subtracts emotional energy
2. Inspiring users is as important as reducing friction
A secret of the top growth experts in tech is to think about every UX interaction as an emotional event. But far from being random or beyond our control, emotion-driven interactions can be broken down into components, optimized at each step and replicated to get better results for onboarding and conversion.