At Sesame Care, we ran an experiment that violated everything product people think they know about conversion optimization. We took a three-step checkout flow for a weight loss medication program and replaced it with a twenty-five-step intake: medical history, lifestyle questions, weight loss goals, personalized projections. Not despite the added steps. Because of them.
This flies in the face of conventional wisdom. We’ve been trained to believe that every form field is friction, every additional screen is a drop-off risk. But that advice is incomplete. Following it blindly can cost you conversions, customers, and ultimately the business you’re trying to build.
What this essay explores
- Decide onboarding length by the confidence users need at the moment of decision.
- Distinguish bad friction that creates doubt from steps that build confidence.
- Match onboarding effort to the significance and consequences of the commitment.
- Use a psych budget to identify steps that foster or squander motivation.
- Deliver your product’s promise before asking users to create an account.
- Avoid muddled onboarding that is neither effortless nor comprehensive.
- Build every onboarding step toward the experience where users understand your value.
Sesame’s 25-step checkout flow converts 40% better.
Key takeaway
We added 22 steps to our checkout flow and conversion jumped 40%. Why the goal isn't minimal friction—it's maximum confidence at the moment of decision.
