The Commitment Ladder Fallacy
đ ď¸When Adding Steps Actually Works (And When Itâs a Disaster), Can We Still Trust Online Information?, and more!
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đ ď¸ The Commitment Ladder Fallacy: When Adding Steps Actually Works (And When Itâs a Disaster)
đ Can We Still Trust Online Information?
đ Ad of the Day
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đ ď¸ The Commitment Ladder Fallacy: When Adding Steps Actually Works (And When Itâs a Disaster)
Every CRO playbook says: âReduce friction, make checkout seamless.â But the best marketers know not all friction is bad. The real key? Eliminating negative friction while strategically inserting positive friction that reinforces buying intent.
Some brands unknowingly oversimplify checkout, removing key steps that actually help buyers self-justify their decision. Others add unnecessary complexity under the false assumption that âengagement = commitment.â
So when does adding a step help conversions, and when does it kill them?
The Core Truth: Not All Friction is BadâOnly Unnecessary Friction is
There are two kinds of checkout friction:
1ď¸âŁ Negative Friction â Anything that makes checkout feel like a chore.
Extra form fields that donât impact conversion.
Unexpected fees appearing last-minute.
Slow page loads, redirects, or login walls.
2ď¸âŁ Positive Friction â Steps that build confidence and reinforce a buyerâs decision.
Pre-checkout reinforcement (personalized confirmation screens, trust signals).
Guided purchasing (like quizzes for highly considered products).
One-click upsells that enhance the purchase, not delay it.
When Adding a Step Improves Conversions
â For High-Consideration Purchases (Tech, Luxury, Supplements): If the product requires research, a pre-checkout step confirming benefits reassures the buyer. Example: A âFinal Reviewâ page highlighting key specs before checkout can reduce post-purchase regret.
â If It Reduces Post-Purchase Anxiety: A âCustomize Your Orderâ step that lets users tweak details (color, size, add-ons) increases ownership and reduces return rates. Example: Teslaâs checkout is intentionally longâletting users fine-tune their configuration makes the price feel more justified.
â When Personalization Feels Like a Service, Not an Obstacle: If adding a step makes the user feel like theyâre getting a more tailored experience, it can actually increase perceived value. Example: A short product recommendation quiz before checkout can increase AOV for beauty or wellness brands.
â When Adding a Step Destroys Conversions
đŤ For Low-Cost, Impulse Purchases: If the product is a simple, low-risk buy, extra steps create unnecessary hesitation. Example: Asking for product usage details before buying a $30 item is pointless friction.
If the Step Doesnât Add Real Value: âWhy do you want this product?â fields donât matter. Asking customers to confirm information they already entered feels redundant.
When It Delays the Dopamine Hit: Checkout should reinforce excitement, not add doubts. Example: A long-form checkout screen without visual progress indicators creates drop-off.
The Only Rule That Matters: âFriction Justifies, It Shouldnât Distractâ
Keep checkout minimal for impulse buys.
Insert helpful friction for high-consideration purchases.
Test micro-commitments ONLY if they reinforce trust, not delay purchase.
A good checkout removes what slows decisions while adding what speeds conviction. The brands that master this donât just sell fasterâthey sell smarter.
đ Can We Still Trust Online Information?
Insights from Page One Power
The digital landscape is shifting, but trust in information is at an all-time low. A survey of 1,000 Americans reveals how misinformation, AI, and media bias are shaping consumer trust.
The Breakdown:
Search Engines Still Dominate, But Trust Wavers - Google is the go-to source for all generations, but only 12% of users fully trust its results. Nearly 50% prefer organic search results, while just 5% trust paid ads. Millennials (56%) and Gen Z (57%) rely more on organic results than Boomers (41%).
Media Bias is a Dealbreaker - 59% of Americans have dropped a media outlet over bias, with younger generations (Gen Z: 25%) giving second chances before cutting ties. 38% find TV news the most biased, followed by influencers (27%) and social media (17%).
AI Content Faces Heavy Scrutiny - Despite AI-generated results appearing more frequently, only 33% of users trust them. Even among those who do, 1 in 3 still fact-checks. Meanwhile, 90% of Americans want AI-generated content to be clearly labeled.
Fact-Checking is Growing, Led by Gen Z - 70% of Gen Z and 65% of Millennials actively fact-check online content, compared to just 40% of Boomers. Meanwhile, 47% of users prefer diverse search results, rather than AI-personalized feeds.
With trust in media and AI-generated content at an all-time low, brands, publishers, and search platforms must focus on credibility, transparency, and unbiased reporting. As AI reshapes content discovery, consumer trust will determine what thrives and what fades.
đ Ad of the Day
What Works:
This ad throws traditional aesthetics out the window, opting for a crude, hand-drawn look inside MS Paint. This immediately disrupts scrolling patterns and stops users in their tracks.
Instead of selling through generic performance claims, the brand uses self-deprecating humor to stand out in a market full of overly polished fitness/wellness ads. This taps into the trend of meta-marketing, where brands break the fourth wall and playfully acknowledge the advertising process itself.
What Could be Better:
While this ad is a home run for engagement, brands need to be careful not to rely solely on gimmicks. If every ad is âironically bad,â it risks undermining perceived product quality.
Broader Insights:
This ad brilliantly uses humor, disruption, and relatability to generate high engagement. Even with the playful execution, the message is crystal clearââAffordable Ice Bath.â The simplicity ensures that even a quick glance conveys the productâs key selling point.
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