Curology — Reducing friction in sign-up and onboarding
Adam Brooks
Reducing friction in sign-up and onboarding
6
pp
CONVERSION
7
mm
revenue
Curology
Growth
Data analysis
UX Research
Context
Curology, a first mover in telemedicine skincare, faced rising acquisition costs in an increasingly competitive market.
Goal
Increase sign-up conversion by 4% by end of 2024.
The team
Growth PMUX ResearcherMedical Director
Content DesignerData ScientistLegal & Medical
Where We Started
60+ steps in onboarding
~9 min median completion time
Significant drop-off at checkout
Key insights
How might we?
How might we reduce friction without undermining trust or compliance?
Control
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FREE $29.95 1st month
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Variant
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16
pp
Conversion
Clearer science
When customers clearly understood the value and process, trust increased — making it easier to commit.
Control
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2
pp
Conversion
Boosting Motivation
Showing value upfront made sign-up feel like a natural next step, not a barrier.
Control
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1.4
pp
Conversion
Reducing friction
Establishing intent first reduced friction, and reframing compliance as a follow-up step felt more acceptable.
Control
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Variant
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7
pp
Conversion
Express
checkout
When purchase intent is high, removing friction increases the likelihood of conversion.
Results & Next Steps
Once users commit to an initial step, they’re significantly more likely to complete sign-up (sunk-cost effect).
Clear expectations at moments of friction can reduce drop-off and improve downstream retention.
6
pp
CONVERSION
Exceeded quarterly OKR with ~6% projected increase in CVR.
7
mm
ANNUAL revenue
Higher conversion translated into sustained revenue impact.
Like this project
Posted Aug 10, 2026
Reduced onboarding friction to boost sign-up conversion (~6pp), exceeding quarterly OKR and projecting ~7mm annual revenue.
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