Here they got a real surprise. They found that adding this additional text actually hurt sign-ups, and they reasoned that was because it actually distracted users.5 This is an example of a more subtle type of friction, which isn’t actually experienced as annoying, yet still deters visitors or users from taking the action you want them to. You can really only discover whether this kind of friction exists—and how it is impacting your activation rates—through experimentation.
