The “Greedy Marketer” Trap

As Product Managers, we are data-greedy. We want the user’s email. We want their phone number. We want them to create a profile so we can send them newsletters and retarget them with ads. We convince ourselves that “Registration” is good for the user. “It’s for their security!” we say.

But to a user, a “Register” form represents Work and Commitment.

• Work: I have to think of a password. I have to verify my email.
• Commitment: I am giving you my data. You are going to spam me.

The Psychology of the Checkout

When a user is at the checkout, they are in a fragile state. They are holding their credit card. They are ready to give you money. This is the worst possible time to stop them.

Imagine walking to the register at a physical supermarket. You have milk and eggs. The cashier stops you and says: “Before I take your money, you must fill out this 3-page form about your background.” You would drop the milk on the floor and walk out.

That is what a Forced Login screen does.

Cognitive Load vs. Motor Load

Friction comes in two forms:

1. Motor Load: How many clicks/taps? (Physical effort).
2. Cognitive Load: How much thinking? (Mental effort).

The “Register” button wasn’t hard to click (low Motor Load). But remembering a password? Or deciding if this site is trustworthy enough to join? That is high Cognitive Load.

The $300 Million Button worked because it reduced Cognitive Load to zero. “Continue as Guest” requires no memory and no decision making. It is purely action.

How to Apply This (Even if you aren’t e-commerce)

This rule applies to SaaS and B2B too.

• The “Magic Link”: Don’t make users remember passwords. Send a login link to their email. (Slack does this).
• Lazy Registration: Let users use the product first. Let them build a dashboard. Let them write a doc. Then, when they try to save or share it, ask for an email.
  • Principle: Value First, Registration Later.

Conclusion

Your business goal is to make money. Registration is just a vanity metric if it kills the sale. Take a look at your forms today. Every field you remove is a raise you give yourself.