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. The works.
Conversion jumped 40%.
Not despite the added steps. Because of them.
The step-to-step completion rate is north of 99%. Each step fosters their confidence. By the time they reach checkout, they are ready. Confident. The decision feels right.
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. Remove steps. Reduce friction. Get out of the user’s way.
But that advice is incomplete. And following it blindly can cost y…
