Hey — It’s Nico.

Happy New Year! 🎉 I hope 2025 is off to a great start for you.

Welcome to Behind Tactics 🧠, the Failory newsletter where I share the strategies behind the best startups.

This issue takes 5 mins to read. If you only have one, here’s what you need to know:

• Conventional wisdom says reducing friction drives conversions, but some startups have found that adding positive friction can have the opposite effect—boosting both conversions and retention.

• Positive friction involves small, intentional steps that provide value, like personalizing the user journey or encouraging reflection during the process.

• Companies like Duolingo and Headspace have successfully used this strategy, proving that slowing users down can build trust, commitment, and motivation.

• However, adding friction isn’t without risks—it must feel purposeful, or it could frustrate users and hurt engagement.

Let’s get into it.

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The Strategy

Positive Friction

This week, I want to look at a strategy that goes against the usual advice. You’ve probably heard that to get more people to convert, you need to make things as easy as possible. Fewer steps, fewer clicks, less effort—just keep it simple. That’s why so many startups focus on clean, minimalistic conversion pages with almost no decisions or distractions.

But here’s the twist: what if adding a little friction could actually help? Not just any friction, though—positive friction. The kind of friction that instead of making things harder, adds value and builds trust. It’s a surprising approach, but it works, and today I want to explore why.

So, what exactly is positive friction, and why does it lead to better results? Let’s get into it.

More Steps, More Sales

At first, it might sound strange: why would making something take more effort improve conversions? But that’s exactly what positive friction does. It’s about adding small steps to the user experience in a way that provides value in return. Instead of being annoying or unnecessary, the friction feels intentional and even helpful.

This isn’t just a theory—it’s backed by real results. Many startups have found that adding a bit of friction can actually increase both conversion and retention rates.

Take Duolingo, for example. Several years ago, they added a screen that asked users to set a “streak goal” after starting a new streak. Interestingly, this screen didn’t serve any critical function in the app. It was simply an experiment to see if a little extra effort could improve user retention. The results were surprising: the screen led to significant improvements in both short-term and long-term retention.

Later, Duolingo took this concept a step further. They modified the screen so that users were no longer given a preselected streak goal. Instead, they had to actively think about and choose a goal themselves, adding an extra layer of friction to the process.

Once again, the results were unexpected—and impressive. Not only did retention improve further, but users also tended to set higher streak goals. This small change seemed to strengthen their motivation and kept them engaged with the app for longer.

Another great example comes from Headspace, the meditation app. Before asking users to subscribe, Headspace added a screen showing exactly what users would get after converting—like a preview of the features and benefits they’d unlock.

Surprisingly, this added step didn’t lower conversions at all. Instead, it increased them. By pausing to reinforce the value of the subscription, Headspace gave users more confidence in their decision, turning what could’ve been a hesitation point into a moment of motivation.

These examples show that when friction is intentional and adds value, it doesn’t push users away—it pulls them in. Positive friction can transform simple actions into meaningful interactions, making users more invested and engaged.

Should I?

Why This Works

• Increases Commitment Through Effort: When users invest effort, they feel a stronger sense of ownership and commitment. Positive friction, like choosing a goal or completing an extra step, makes the decision feel more intentional, increasing the likelihood that they’ll follow through.

• Reinforces Product Value: Every extra step is an opportunity to remind users why your product or service is worth their time. Whether it’s showing benefits or emphasizing results, positive friction can highlight the value users are getting, making them more willing to convert or stay engaged. Subtly reminding users of the product’s value—especially just before they make a purchase—can significantly boost conversions.

• Can Be Used for Personalization: Positive friction can help gather valuable information about users, allowing you to tailor the experience to their specific needs and preferences. For example, asking users to set goals, select preferences, or answer a few questions during onboarding creates a more personalized journey. This can increase long-term retention. 

• Enhances Perceived Control: Slowing things down gives users a greater sense of control. When they’re asked to engage in steps like selecting features, it feels like the process is happening on their terms. This control can build trust and reduce anxiety about making the wrong decision, ultimately increasing retention.

How to Apply It

• Use Friction to Highlight Value: Add a step before your purchase or sign-up process that reinforces the value of your product. For example, show a preview of the benefits users will receive, or highlight testimonials or data-driven results. This not only slows users down but also strengthens their confidence in what they’re getting.

• Turn Obstacles into Engagement Opportunities: If your product requires additional steps, like entering detailed information or uploading files, frame these as opportunities to improve their experience. For example, a fitness app could say, “Customize your workout plan by adding your fitness level,” rather than “Complete your profile.”

• Use Friction to Build Trust: For businesses that rely on user data, add an extra step that explains why the information is needed and how it will be used. Transparency slows users down, but it also builds trust, making them more likely to complete the process.

• Create Anticipation with Progress Indicators: If your process involves multiple steps, use progress bars or milestones to turn the friction into a motivating journey. For instance, display “Step 1 of 3: Personalize Your Plan” to keep users engaged and excited about what’s next.

Yes, But

• Risk of Frustrating Users: Positive friction only works if it adds clear value. If users perceive the added steps as unnecessary or annoying, it can backfire, leading to drop-offs rather than conversions. For small startups, even a slight misstep in user experience can be costly.

• Difficult to Get the Balance Right: There’s a fine line between positive friction and unnecessary obstacles. Too little friction might not have the desired impact, while too much can drive users away. Finding the sweet spot requires careful testing and iteration, which can be time-consuming and resource-intensive for small teams.

• Potential for Increased Drop-offs: Adding even a single extra step introduces a potential drop-off point. For early-stage startups trying to optimize funnel performance, any additional friction might be too risky to justify.

Keep Learning

Others Playing It

• The sleep app Rise added a lot of friction in their onboarding process to make the app more personalized. They ended up with 43 onboarding steps.

• There are many other examples in this great article by Ali Abouelatta.

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That’s all for this edition.

Cheers,

Nico