Especially when that extra step is something that doesn’t make sense in their mental model of what a service is or how it works. Like, I want an account. I go to site. Sign up, right? Nope, you have to select where to sign up. What? It’s a huge hurdle.
Especially when that extra step is something that doesn’t make sense in their mental model of what a service is or how it works. Like, I want an account. I go to site. Sign up, right? Nope, you have to select where to sign up. What? It’s a huge hurdle.